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Let It Go, Let It Goooooooo

by | Apr 8, 2020

Can’t hold it back anymore…

Okay, I’ll stop singing the song from Frozen now. Unless you’re digging it, in which case, turn away and slam the door.…

Seriously, I’ll stop. I’m here to talk about marketing and, in this case, business growth (and protection) in general.

I’d love a couple of minutes of your time to share some widely-accepted-but-not-always-taken medicine… which can cure many an inefficient business owner.

“What is it?” you cry.

I mean, letting go of certain aspects of your business that are not the best use of your time and resources. Sounds simple, no?

Hoo-hoo! Big business blowout!

Most of us start our businesses on a small level. You’ll hear armchair experts say things like, “No, you must invest,” … “Take out a massive bank loan,” … “Get loads of backers,” etc.

These are the “Go hard or go home” crowds. Which may suit you. But be wary unless you’re a 9 or 10 on the risk-taking scale. And it’s easy to give advice when it’s not your money.

The reality in the SME world is that most businesses start off as you and a friend, like Joel and I. Not a big conglomerate. Maybe just you and your partner. Or even you on your lonesome.

If this is the case, you likely have to do everything yourself, purely for financial reasons. And perhaps you’re also keen to learn about the different aspects of running a business. You do the books yourself, the selling yourself, the networking yourself… everything.

But the fact is, this approach is not scalable. So, if you’re in this for long-term growth, it ain’t gonna work. The trouble is – doing everything is a hard habit to break! Who’s going to do it as well as you, eh?! It’s about control. That’s why this blog is for all SME owners, not just new ones!

The money’s now coming in, so you could outsource or employ, but you’re still not letting go…. Being interested in something doesn’t justify you doing it.

As your business grows, you need to protect it and actively continue to grow it. Marketing is the lifeblood of any business, and this demands focus. If you’re running around trying to do everything forever because you can’t let go, you’ll either go bust or go bonkers.

That’s why pretty much every successful business owner out there is a dedicated marketer of their business. It’s a bit glib, but you won’t find Richard Branson driving one of his trains. Or Duncan Bannatyne leading a Les Mills class at one of his gyms. Although that’d be fun to watch….

Let the storm rage on

Take Stephen Covey’s book, The Seven Habits of Highly Effective People. It looks at the commonalities between successful entrepreneurs.

We should all do the same. Who are the business owners you admire? What do they do the same way? Whether it’s how they approach PR or how they hire staff, there will be commonalities you can learn from.

What’s for sure is, none of them will be getting sucked into the day-to-day tasks, the stuff that other people could be doing and will probably be better at. If they focus on one thing, it will be their marketing. Or they’ll be outsourcing it to a professional agency. Wink-wink, nudge-nudge.

But, seriously, learn how to do it yourself or outsource it. Free yourself from spreadsheets and petty cash! Otherwise, you’ll not be doing your business justice. It’s why so many new business owners hire an admin person first. Not a salesperson, an admin person.

The E-Myth is another top book to read on this subject.

Marketing is a continual learning process too. Joel and I are still learning and we’ve been doing this for donkey’s years. We have a couple of key accounts we look after ourselves but, generally, clients are looked after by the team. If we looked after all our clients personally, those clients would end up suffering because Codebreak would either go under or get left behind!

Do you wanna build a business?

It’s a shame that only now, in these lockdown times, are certain business owners cottoning onto the fact that marketing is crucial for a business to survive and indeed thrive.

Suddenly they’re saying, “Damn, I should have marketed myself when business was good because it would have given me a layer of protection when the bad times hit.”

So they’re panicking and chucking money on un-tested ad campaigns, or spamming poeple via email. I mean, email marketing…. It’s an amazing marketing pillar, one that Codebreak uses for many clients. But how many companies are now emailing me when I signed up to their list years ago?

Never heard a dickie bird off them in all that time. Now, within the space of a couple of weeks, they’re up sh*t creek and have decided that email marketing is something they should be doing after all…. And in they steam, sending poorly written, sell sell sell emails to what is effectively a cold database.

It’s too much, too late. Email marketing is something, like any form of marketing, that should be done irrelevant of whether the economy is good or bad, irrelevant of whether we’re in a recession or the middle of a pandemic.

If you haven’t got the time to look after your marketing, because you’re busy doing everything else and can’t let go, it’s simply not sustainable. OK, you may not lose your business (or your marbles) but your business won’t reach its full potential either.

Your business deserves more than that. You deserve more than that.

Take it easy, stay safe.

Codebreak Marketing Assistant Emily

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