I’ve dealt with this sort of entrepreneur before, but it still comes up every now and then. Folks who have it “good” right now aren’t always thinking about their long-term success.
Recently, I was reminded about this lesson from a friend who used to own a very successful e-commerce business.
“I don’t have to do any marketing because we’re ranked #1 on the search engines, and our customers just find us,” he infamously said in 2012.
Huh? Interesting.
One of the biggest misconceptions about marketing is that people don’t have to put forth the effort when the going is good.
That’s sort of like saying, “I don’t have to worry about my health because I’m not sick.”
But that doesn’t mean you don’t have to exercise, eat properly, and make healthy choices, right?
The reality is that technology (i.e. Yellow Pages), search engine algorithms, and the rules change all the time – relying on one marketing strategy isn’t enough to ensure long-term success.
So over the weekend, my friend met me in a total panic. He said his website got bumped to the sixth page on Google and his business had been pulverized.
- He never spent anytime drumming up repeat business, so his current customers haven’t been coming back.
- He never developed any other marketing channels, so new prospects aren’t finding him.
- He never spent time positioning himself as “the obvious choice,” so his competitors are literally coming in and swooping up all the new business.
Now he’s begging me to learn about marketing and how to grow his business.
Is it too late for him now?
No!
Fortunately, he’s been in business for 11 years, so he has assets and resources to put a spark back in his business and create some instant cash flow.
He has assets like existing customers, who just need to be reminded why they chose to do business with him in the first place, or for my friend to make them a powerful offer to get them back into the buying funnel.
We can turn this business around, but as Tony Robbins supposedly told Bill Clinton (when the former President asked him for help during the Monica Lewinski affair):
“You should have called me before this happened.”
For more information on growing your business and expanding your marketing, visit:
http://www.PredictableProfitsInsidersClub.com
In your corner,
Charlie
