My death row meal would be nachos. In the last minutes of my life, I want a giant plate of crispy tortillas, gooey cheese, salsa, beans, meat and extra sour cream and jalapenos. I want to wash them down with a gigantic ice-cold beer.
But I’ll also eat those nachos that they sell in gas stations. That’s right, those disgusting ones that come in a paper boat with the orange cheese food pumped on. Go ahead, judge me. I will eat fantastic nachos, okay nachos and even shitty nachos. If you put enough sour cream on a shoe and told me it was nachos, I’d probably eat it and proclaim it “pretty good”
This same theory has been my marketing plan for a good part of my career. Start with the base and throw things on it and sometimes it’s good, sometimes it’s just okay and sometimes it’s a fail with a lot of sour cream. I often feel like I am just guessing with no real idea of what I doing will work, throwing jalapenos at the wall and hoping they will stick.
Like a toddler stamping their feet all I want to do is put up a website, show pretty pictures and have people hire me.
Setting a marketing plan is hands-down my least favorite thing to do every year (taxes notwithstanding). It’s the one piece that frustrates me, eludes me and paralyzes me to the point of inaction.
You know what I mean by inaction, right? Those are the days you spend surfing Facebook and watching You Tube Videos of kittens while eating cookies and feeling the self-loathing bank fill up.
And because I live in the Midwest this also generally happens in the deep of winter when there is very little sunlight and blistering cold and snow. Add in days of wearing the same pair of yoga pants and not leaving the house and some cheap Costco vodka and BAM! Welcome to my world, hope you have a strong liver.
This feeling is by far the worst part of being a business owner for me. When I started doing in person sales (That’s IPS if you want to use the lingo the kids use these days) my big hang up was “I didn’t want to be pushy”. I don’t like being sold to, and I didn’t want to be seen as some money-grubbing-used-car-salesman-photo-pusher. Not only was I hung up on this feeling, I was feeling overwhelmed at the amount of “stuff” I’d have to invest in like a flat screen, projector, and the costly software. “You’ll get it back after a few sales” is all well and good, but what if that investment is going to wipe out my savings RIGHT NOW? Excuse me while I am a bit skeptical of that argument when I’d like to be able to keep the heat on in December in Wisconsin.
When I started dipping my toes in IPS, I came across this article from The Modern Tog that took the “big purchase” equation off the table. Armed with nothing more than 5×7 proofs, I started my IPS sessions and I tripled my average sale and instantly became another of those annoying blathering testimonials for why they work. Clearly, I had to get past my own shit first.
With marketing you’re dealing with a lot of complex unknowns. I decided recently to only offer complete wedding coverage, meaning I am not offering shoot and burns for weddings any longer. This is throwing me into a whole new genre of clients, and the unknown is scary. This ultimately is where my fear is coming from, and my artist brain has rebelled by going on lock-down and refusing any more rational thought until quarts of Carmel Sea Salt Gelato are administered and I find another resource that kicks me into gear.
What’s your hang up? Do the kids say “hang up” anymore? What’s the thing you want to conquer in your marketing in 2014?