Thanksgiving is only a little over a week away and then the Christmas season is just around the corner. These two holiday “excuses” sometime have a paralyzing effect on small business owners. There is a built in mechanism that sends a message to the brain that says the last one and a half months of the year will be slow. On the contrary, these last six weeks of the year are the ones during which people spend more money than any other time of the year.
Business is only as slow as you allow it to be. What is your marketing program for the last part of the year? Examine your value proposition. Does it need updating? Are you presenting an opportunity to your target market which will resonate with the gain they need or the pain they feel?
Remember, the first of the year brings new hope, a new beginning as people make their new year’s resolutions and vow to do better. An intensive, well planned, and well executed, marketing campaign may surprise you with positive results.
In keeping with the spirit of the season, I challenge you to do something totally different in your marketing campaign. If you understand the gain and pain of your target market, then design a “solution based campaign.” Change your out-reach method, the method by which you communicate with your target market. Become creative, send a box with a message, create a visual message or change your social media message. Change your blog or bring in an outside speaker that can help your target market. There are hundreds of ways to create a new “out-of-the-box attention getter.” The secret is to act now, don’t procrastinate by “thinking too much.” Remember that striving for perfection may get in the way of accomplishing something good.
Hope for a better year ahead in your business is a great vision, but unless that hope is articulated and becomes a clear vision, it stays a “hope” instead of becoming a reality. Start your planning process with an action mini-plan for the rest of this year. Don’t be afraid to reach out to your peer group or mentor to help you with this process. This will become a good foundation for your 2016 action plan process.
Aim for success, not perfection. Never give up your right to be wrong, because then you will lose the ability to learn new things and move forward with your life. Remember that fear lurks behind perfectionism. Confronting your fears and allowing yourself the right to be human, can, paradoxically make you a far happier and more productive person. Dr. David M Burns
Nick J. Petra CFP – call today for an appointment to help make your 2016 goals a reality.