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wasting the most important asset you have: your time. If you take too long to adapt, you’ll be one of the entrepreneurs calling me with an emergency issue trying to save their company. That brings me to the next issue. Some entrepreneurs want
The people who become successful don’t look for the cheapest person, they look for the best.
to solve the problem but don’t want to spend money to do so. What ? If you have a problem and can write a check to solve it, do you actually have a problem? Or do you have an inconvenience? Marketing is too complicated to put it in the hands of someone who is ineffective but inexpensive. You may think that Jill from the front desk is qualified to be your “marketing manager” on the side. After all, she’s been working for you for 12 years. But I’ll let you in on a little secret: If Jill knew how to do marketing, she would go get a marketing job that pays more than you do. Stop being cheap. The people who become successful don’t look for the cheapest person; they look for the best. They look for the people who will get it right the first time. This type of “penny pinching” and hiring for convenience rather than quality really holds entrepreneurs back. Trust me, this info was gained from personal experience after making this mistake multiple times. In today’s world, you have to build a community and relationships within that community in order to be successful. This is a must — and the longer you wait, the more it will cost. And by the time it becomes urgent, you will have already lost a massive amount of revenue. This is stuff you have to do now. You will just have to wait to calculate the ROI until after it’s already done and the investment has been made — there are no guarantees. Then you’ll have to adjust how you measure success accordingly. Don’t worry, it’s still measured in dollars. At least that hasn’t changed yet. This is how you set yourself up to win big in 2022 and beyond. If you’re not moving in this direction with things like newsletters, digital marketing, print marketing, and social communities, I look forward to speaking with you within the next two years about how someone has walked into your market and is kicking your ass. –Shaun
“I will make rivers flow on barren heights, and springs within the valleys. I will turn the desert into pools of water, and the parched ground into springs.” –Isaiah 41:18 (NIV)
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