You know the difference between “good tired” and “bad tired.” Good tired is the tired you feel when you come back from fishing from dawn ’til dusk. Bad tired is the tired you feel when you’re completely exhausted after a day in the hot driveway replacing the water pump on your car, sunburned, dehydrated, worn out from six trips to Auto Zone, and you still haven’t completed the job.
Unfortunately, there are painful parallels in marketing your Wichita small business, but they can be avoided.
When we take a look at clients and prospects, we see two distinct groups. First are those clients who worry about stuff and do a lot of talking about it. These tend to be the clients who SAY they want different results, but they are usually unwilling to do anything different. This makes them feel “bad tired” because they are working really hard without making choices that will lead them to better results. They are the small business marketing equivalent of the mythological Sisyphus, forever pushing the stone up the hill, but never making it to the other side.
When it comes to Wichita marketing, these folks tend to plunk down a website, take out some ads in the phone book, scatter some coupons to the wind and put up a Facebook page. They might work really hard to make these things work. But they don’t.
The other type of Wichita marketer is the small business owner who knows exactly what he or she wants to accomplish. This person works just as hard as the other folks, but when it comes to Wichita marketing strategies and tactics, this small business owner listens to enlightened counsel from a group of small business marketing experts. Before long, this person is tired, too. But he’s tired because he is working long hours to meet the demand created by a properly integrated small business email, Google and Facebook campaign.
And so, like a fisherman with a stringer full of fish he still has to clean back at the house, the small business owner puts in another late night generating invoices, dreaming of Monday, when he will interview a new receivables accountant.