Messaging is important!
When it comes to your business, the right words create connection, convey authority, and prompt sales.
More and more I hear entrepreneurs throw around four simple words that, unbeknownst to them, have the ability to stall their business growth.
Last week, I was in a Facebook group of entrepreneurs. A member of the group posted a recent landing page that wasn’t converting and invited the group to offer feedback. The very first response started with this: “I’m not a marketer, but…”
“I’m not a marketer.”
Whether you say them out loud or think them silently, these four simple words have the power to disempower you as a small business owner and stall your momentum.
If you’re a small business owner committed to grow your small business, you are a marketer. Owning the role will propel you and your business forward.
Why Thinking “I’m Not a Marketer” Stunts the Growth of Your Small Business
You may think they’re just words, but words are powerful.
Perhaps the most powerful of them, are those directed or about ourselves. Those words affirm or reaffirm who we are. Appropriately used they propel you forward. Abused and left unchecked, they establish false limitations on you and the growth of your business.
Here are four ways that saying “I’m Not a Marketer” may be keeping your from growing your business:
Limits Your Learning
Great entrepreneurs are the consummate student. You want to be improving your craft constantly. If you’re a coach, a nutritionist, or a graphic designer, you keep up with trends and take classes to improve your skills. That siloed model might have worked in a traditional 9-to-5 role where you’re responsibilities has clear parameters, but as an entrepreneur, the scope is broader.
By not including marketing as part of your “craft” you miss crucial opportunities to learn the skills and mindset that set you and your business apart from the crowd.
Get Clear and Get Moving
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Limits Your Growth
So much of growing your business is your ability to stay consistent in your marketing efforts. It’s said, and I believe it to be true, that: “we make time for what we love.” Maybe you can see how you find a way to squeeze in the time for work you enjoy while there “aren’t enough hours in the day” for the undesirable tasks on your to-do list.
As long as you’re holding to the idea that you aren’t a marketer, you aren’t able to embrace the role. Embracing marketing allows you to find the joy and ease of the process that enables you to show up consistently to grow your business.
Limits Your Opportunities
There are opportunities to grow your business everywhere! Great marketers recognize and seize those opportunities. If you want to create and make the most of opportunities to grow your business, you want to adopt that “marketer’s mindset.” Affirming “I’m not a marketer,” sabotages those efforts.
Limits Your Confidence
Confirmation bias is a psychological bias in which people seek and accept information that supports their beliefs and reject the information that goes against it. If you’re holding on to the idea that you “aren’t a marketer,” you’re likely, unbeknownst you to you, seeking things that confirm it.
You’ll spot, identify, and magnify that lackluster Facebook ad or the “no” from a prospective client that confirm your “I’m not a marketer” mindset. Failures and pitfalls are inevitable in growing your business. If your confirmation bias emphasizes those, you’re less likely to see and celebrate all the times where you're very much a marketer- and an awesome one at that.
Claiming Your Role as a Marketer to Help Grow Your Business
To empower yourself and claim your role as a marketer, start by spotting the origin of that limiting belief. Then replace it with more empowering thoughts, which create more empowered emotions, which become more empowered actions.
There are two main reasons that people fail to step up and claim their role as a marketer in their business.
Limiting Belief #1: Not Feeling Qualified
If may be easy to spot and identify someone who studied marketing and/or spent years doing it professionally as a marketer. You may think that you don’t have the education or the specific experience that allows you to claim your marketing chops.
Let’s look at an example that breaks down that limiting belief:
Let’s take “Susie.” She studied history in college and upon graduating landed a marketing job. (Lucky gal!) She shows up her first day and spends the morning doing new hire paperwork. Then she heads to lunch where someone asks what she does. She replies: “I do marketing.”
Let’s be clear. Susie didn’t study marketing. She hasn’t actually done any marketing at her new job. But nobody flinches when she claims the role because it’s on her still hot off the press business cards.
Now you, my entrepreneur friend, have created (or have the vision to create) a business out of nothing. Do you know how amazing that is?!?
You know your client inside and out. You’ve thoughtfully created a service to solve their problems.
You. Are. A. Marketer!
Limiting Belief #2: Not Wanting to Feel Sleazy
I get it. Marketing (and sales too) has gotten a bad rap. It isn’t that “a few rotten apples spoiled the bunch” as it is that people that ate the rotten apples decided they hate apples.
Yes, there are marketers out there that adopt sleazy tactics and make empty promises. There are those that lost sight of the importance of building relationships with clients in the hustle to get a sale. BUT that isn’t marketing.
As the CEO and Chief Marketing Officer in your company, you get to decide what marketing is for your business.
Reflect on the message you want to convey and the relationship you want clients to have with you and your service. Be clear on your values and goals and create marketing that reflects that.
Marketing can be whatever you want it to be so hold it to the same high standards you keep the rest of your entrepreneurial efforts.
If you’re committed to growing your business, and I know you are, empower yourself with the mindset of a marketer. Claim all the ways that you have proven your marketing chops and the ways you are the very best person to grow your business.
I want to know, if you felt fully empowered as a marketer, how would you show up differently in your business?