Top 10 Strategies for Breathing Enthusiasm
Into Your Marketing Plan 

By Bea Fields and Alicia Smith

When it comes to marketing a small business, your attitude is the first thing that your prospects or customers notice. An apathetic attitude is one of the most destructive contagions of marketing and can drive customers away in a heartbeat. This top ten, taken from "The 90 Day Marketing Marathon Blunders from A to Z: A is for APATHY" will help you pinpoint what causes marketing apathy and how you can create new enthusiasm to catch your soul on fire!

1. Problem: "The task is overwhelming. I don't know where to begin."

SOLUTION: Marketing includes everything you do from the moment you think of your idea to the point that the consumer buys your product or service. This can include up to 100 strategies, and it is virtually impossible to achieve all 100 at one time. The key is to start somewhere, and commit to working 90 marketing action steps in 90 days. The accomplishment you achieve will release endorphins, which give the body a sense of elation and new energy. By achieving 90 steps in 90 days, you will be moving in a direction of building a strong foundation for business success.

2. Problem: "I have no idea if people will even buy this product."

SOLUTION: Quite often, the reason that new products or services do not catch fire in the marketplace is because there is a lack of consumer need for the product or service. Through the use of online survey tools such as Zoomerang.com, you can build surveys for establishing customer needs, wants, and satisfaction. By asking the question "What is it in that you most need and want in the area of _________________ ,"(fill in your industry here)you will be able to put your finger on the pulse of what it is folks will pay to have in their lives.

3. Problem: "I have tried five different marketing tactics, and nothing is working. Why should I try again?"

SOLUTION: When it comes to marketing of today, patience is truly a virtue to hold in your mind and heart. The consumer of today is sophisticated and savvy, and quite often, it takes from 9-12 months before a prospect will become a paying customer or client. During this time, it is important to continue using a wide variety of marketing tools such as attending networking events, article writing (such as this top ten,) leading classes and workshops, holding a contest in your local community, or volunteering regularly for a charity of your choice. The more often your name, face, and message appear in the market place, the more it will penetrate the minds of your potential buyers.

4. Problem: "I am exhausted. I need HELP!"

SOLUTION: It is not uncommon to find business owners who have a "Lone Ranger" mentality...the "I can do it all, all by myself" attitude, which leads to burnout and exhaustion. To break out of this high pressure cycle, we recommend that you develop a local or virtual task force of folks who will support you in getting your message to the marketplace. This can be done with the support of a Leads Group, through developing an R and D Team or Board of Directors, or through forming a breakfast or lunch club strictly for the purpose of getting your message out in this wild and noisy world.

5. Problem: "I'm bored, and I just don't feel jazzed about my marketing plan. What can I do?"

SOLUTION: A change in your environment is often in order during a marketing slump. This change can be as small as moving from one room to the next to taking a walk in nature to taking a vacation in an exciting city. You may also try using a variety of art work, music, tastes, and smells to change your way of thinking. The key is to do something to break the cycle of boredom and to do it quickly.

6. Problem: "I feel I have a marketing block, similar to writer's block."

SOLUTION: There is a strategy for generating new ideas to grab the attention of your prospects. Take a piece of paper and three magazines you do not normally read. At the top of the piece of paper, write the focus of your business. As you flip through the magazines, write down as many ideas as you can think of which will connect your business, product, or service to other fields or worlds. (If you are an accountant, how can an ad for shampoo stimulate an idea for your business? Offering free tax consultations on June 26-National Beautician's Day! BINGO!) From here, choose 2 or 3 which are your favorite ideas, and spend some quality time brainstorming around how you can get this idea to the marketplace.

7. Problem: "I just cannot get in the mood to market today."

SOLUTION: Use humor (cartoons, jokes, or funny stories) or read an article about a deeply emotional event. Studies reveal that laughter disarms and relaxes us and stimulates the limbic centers of the brain, which involves stimulating the emotions. An emotional story will elicit empathy. Both laughter and empathy can get you primed for working on your marketing plan with an attitude of enthusiasm!

8. Problem: "I'm so afraid I will fail, so I don't want to try."

SOLUTION: Creative marketing is not about staying safe and comfortable. It is about going against conventional wisdom and often being "disruptive." During phases of apathy, avoid spending time with people who punish or criticize your creative thinking. Choose to spend time with people who make risk taking safe, even encouraged to the nth degree.

9. Problem: "I'm afraid I will look dumb, so I am frozen."

SOLUTION: Your enthusiam and creativity depend on your ability to collaborate with others and to "look dumb" if need be. Invite a group of champions to join you in watching "Sesame Street," "Dora the Explorer," or "Blues Clues," and while watching, practice talking as if you are speaking to a four year old. From here, begin to look at your idea from the perspective of a pre-schooler. If a four year old gets your idea and likes it, you may just have a winner! Instant excitement will ignite your day!

10. Problem: "I have tried everything, and I am ready to give up."

SOLUTION: Hire a Marketing Coach! A great marketing coach will be in tune to the emotional context of the message you are trying to communicate and to tying this to your unique talents and strengths. He or she is trained at getting to the core of what is really going on and can help you move your business FAST!

About the Authors:
Bea Fields is an Executive Coach and a Certified Guerrilla Marketing Coach. She is a Consultant, Trainer, Public Speaker and author of the Five Star Leader e-course.

Alicia Smith is a Business and Marketing Coach and an expert in assessment tools. Bea and Alicia are the co-authors of the Marathon Marketing E-Course for Coaches.

For more information on the Marathon Marketing Course, visit: The 90 Day Marketing Marathon.