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Are You Marketing to Your Potential?
By: Developer Shed
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    Are You Marketing to Your Potential?
    by Charlie Cook

    Many small business owners struggle to grow their
    businesses only to find themselves stuck in a morass of
    marketing, management and delivery tasks. As your business
    becomes more complex and time consuming, the original
    vision of the business usually changes or gets lost, and
    it can become increasingly difficult to define and
    implement a marketing strategy that helps you achieve
    your business potential.

    As a marketing coach I have many small business clients
    whose marketing is going nowhere because they haven't
    clearly identified where they want to take their
    business/what they want their business to be/ and what
    role they want to play in it.

    Whether you want to take your business to the next level
    or are just starting out, to be more successful at
    marketing you need to regularly clarify what you want
    your business to be and what your role in it is or
    should be. In order to develop a marketing strategy and
    plan that works for you, you need to first clarify:

    - What are your business passions and strengths
    - How do you want to spend your time
    - What work tasks you enjoy
    - What type of business you want to create

    The energy, determination and persistence it takes to
    build a business only makes sense if you are doing
    something you love - or that at least gives you great
    satisfaction. What do you enjoy doing the most? What are
    you happy doing day in and day out?

    What are your Strengths?
    Identify your business passion, and then examine your
    strengths within that passion. How can you leverage your
    interest and knowledge to become a sought after expert
    in your field?

    Say you love skiing and want to make a living in that
    industry, which you know well. Are you going to run a
    ski shop, be a ski instructor, or become a skiing guru,
    sought after by thousands, with your simple and
    innovate teaching techniques?

    Which aspects of your passion suit your expertise and
    experience? How can you build a business around them?

    Personality and interests vary. Some small business
    owners have a passion for hands on delivery, others
    enjoy focusing on growing their business and
    coordinating the delivery of products and services.

    Some can't stand being stuck in an office all day;
    others would prefer never to talk to a client or
    customer. What aspects of your business are you good
    at and which do you want to develop further?

    Use the following questions to help you clarify how
    you want to spend your week.

    - Do you like being in charge of marketing, operations
    or service delivery?
    - Are you an educator, do you love sharing what you
    know or do you like inventing new products people can
    use without your involvement? Or both?
    - Do you prefer managing the business and delegating
    daily tasks to others?
    - Do you like to travel or prefer to work from an
    office or at home?
    - How important is flexibility in scheduling and work
    - Do you want to work less and earn the same?
    - Do you want to work part time or do you love your
    work so much that you could do it seven days a week?
    - Do you want to structure your work so it is more

    We all like and dislike specific activities, excel at
    some and are better off delegating certain tasks to
    others. Clarifying what you like and dislike is
    essential to then defining the strategies and
    structures you need to create a more satisfying work
    - Do you enjoy coming up with new products?
    - Do you enjoy selling your services and products?
    - Do you like to write or prefer public speaking?
    - Or both?
    - Is the phone your communication tool of preference?
    - Do you prefer to use email for most of your
    - Do you enjoy public speaking and sharing your ideas?
    - Do you enjoy following up with employees to make sure
    they've done agreed on tasks?

    What have the answers to the questions above told you
    about your business and your role in it? Depending on
    the services and products you provide, does your
    business need additional staff, facilities, technology,
    geographic presence, or capital?

    Would you prefer to be a successful one person
    business/sole proprietor? Would you like to grow your
    business to include five to fifty employees? Will
    profit or passion be the driving force? Or both? Are
    your markets local, regional, national or international?

    Answer these questions to define your business goals
    and your role in your business' growth. Once you have
    a clear and current idea of where you are going, you
    can define a marketing strategy to get there, to
    achieve your business potential.
    2004 In Mind Communications, LLC. All rights reserved.
    The author, Marketing Coach, Charlie Cook, helps
    independent professionals and small business owners
    attract more clients and be more successful with
    the 5 Principles of Highly Effective Marketing.
    Sign up to receive the Free Marketing Guide and the
    'More Business' newsletter, full of practical tips
    you can use at
    Information to Accompany Articles Used In Print
    2004 In Mind Communications, LLC. All rights reserved.

    Charlie Cook, is Chief Executive of Ideas and
    Inspiration at In Mind Communications in Old Greenwich,
    CT and can be contacted via, or by
    calling 203-637-1118. To get the Free Marketing Guide
    and the 'More Business' newsletter, full of practical
    marketing tips go to
    DISCLAIMER: The content provided in this article is not warranted or guaranteed by Developer Shed, Inc. The content provided is intended for entertainment and/or educational purposes in order to introduce to the reader key ideas, concepts, and/or product reviews. As such it is incumbent upon the reader to employ real-world tactics for security and implementation of best practices. We are not liable for any negative consequences that may result from implementing any information covered in our articles or tutorials. If this is a hardware review, it is not recommended to open and/or modify your hardware.

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