Is your business on thin ice?

Posted January 14th, 2010 by Dr James Pratt

Things change FAST.

My previous Success Marketing Strategy blog alerted you to upheaval in use of a media you may have been relying on. Whoops: where there seemed to be firm earth there's a gaping hole instead. All this begs several life strategies:

First, assume nothing, take nothing for granted, do not become too heavily reliant on any one thing, expect sudden change from day to day. Everything is thin ice.

Second, solidify your base. The one thing, the only thing you may be able to count on holding its value for you: your good customers. In the NO B.S. MARKETING LETTER, I talk about this as a "prime asset" you must safeguard, invest in and leverage.

Third, diversify your marketing, and your means of acquiring customers. I continually preach the importance of having many media at work, many means of growing your business, so when any one or two are suddenly, unexpectedly yanked away from you, you are merely inconvenienced, not traumatised or bankrupted. The same with sources of income – several to many, not one or two.

Fourth, niche. We enter the era of permission-only marketing. Not as option, as law. It is infinitely easier to secure and sustain permission when you are niched. You are instantly and automatically more a Welcome Guest when you are clearly perceived as specifically relevant.

Fifth, avoid inflexibility. One of my cleverest clients told me how careful he is to keep his business "scaleable" – easily, quickly scaled back or scaled up, as sales, profits, problems, opportunities warrant. You need to be fast on your feet... unencumbered.

In my next Success Marketing Strategy blog, I want to talk to you about an unhelpful image and how it has been rather firmly implanted in your subconscious.


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