Food for thought – it is important to not just work hard but smart too
You’ve signed up to every networking group going, sorted your social media and put money behind adverts but you’re still not seeing floods of new warm leads coming in. How do you break out of the rut and become a true marketing star?
If you need a few pointers, these common marketing mistakes below should give you food for thought.
Mistake 1: Not being authentic
Do you find yourself feeling like you need to act or look a certain way because you’re a ‘business owner’ now? Wearing a suit and tie to meet potential partners and clients is great if that’s your thing, but you have to find a look and feel that is uniquely yours. This goes for everything from the way you dress to how you talk and present yourself on social media. If you aren’t authentically yourself then potential customers and clients will see that. People buy from people they believe in and see themselves in, so think about who you are, what you like and dislike and find your brand ‘voice’!
Mistake 2: Doing things because ‘that’s what you do’
Networking groups are great, but what if you find them intimidating? Or social media isn’t your thing? We can point you in the direction of certain tried-and-tested methods for marketing but ultimately, you are your own boss and you have to find the right path for you. Just because radio advertising works for one person, doesn’t mean it’s for you. You need to test out different marketing plans and find what works for you and what you enjoy. Perhaps you can’t do business networking in your area because you can’t make early morning meetings? But perhaps you could set up your own afternoon group. Think about what you like, what time you have and what you enjoy and build your marketing around that.
Mistake 3: Apologising for who you are and what you love
Stop selling yourself short! Never apologise for doing what you love and running your own business. You don’t always have to be the cheapest option for clients – believe in your unique product and service, revel in being about to create top quality packages, products or experiences. At Not Just Travel, for example, you are selling people their dream holidays with a tailored service; they are benefitting from your amazing experience and dedication. Remember, you are the expert.
Mistake 4: Not believing in yourself – listening to the doubters
If you don’t believe in yourself, why would anyone else? You have taken the amazing step of becoming your own boss which takes bravery and guts. But at the end of the day, you have to believe in yourself, which can be easier said than done sometimes! You are the expert and your franchise should be there every step of the way to help you make the most of your opportunities. Remember that every day you are on a journey to creating your own future. It can be easy to find yourself with tunnel-vision, racing around doing everything and going through the to-do list. But remind yourself every so often of where you started and how far you have come. That ability to look up from the day-to-day and see the bigger picture will give you confidence.
Mistake 5: Working hard but not smart
Working hard is good, but ultimately if you’re not working smart you will spend hours achieving not a lot. Use apps to track your time and stop you procrastinating, create to-do lists but make them manageable so they are motivating instead of energy-sapping. Too much on the to-do list leads to fear and paralysis, simplify your time into the three to five key things you wish to achieve and focus on them. Then once you have done the main things, move on to the little things.
Remember to give yourself a pat on the back every so often and remind yourself why you are a franchisee in the first place. This could be because you want to be your own boss, work from home, or around the kids or travel. Whatever it is, focus on your big WHY and then say well done, because you’re making your dream a reality every day!
The author
Steve Witt is co-founder of the multi-award-winning travel franchise business, The Travel Franchise and its sister travel arm Not Just Travel.
