Successful marketers play the marketing game to win. Struggling marketers play the marketing game trying not to lose.
Marketing is really just a game. And successful small business marketers play the game to win. Now that doesn't mean they are necessarily the best marketers. It's just that they are typically more clear in their purpose and intent in marketing their business.
Struggling small businesses play the marketing game just hoping not to lose.
They don't want to lose money.
They don't want to lose credibility with clients and potential clients.
They apparently don't want to lose precious time because they don't use it for proactive marketing.
Playing a game not to lose is an entirely different mindset than playing a game to win. But, it's exactly the attitude and mindset that way too many small businesses take into their marketing. Because they're not experts at marketing, they tend to just dabble in marketing when they desperately need new business and hope it doesn't cost them too much.
The primary concern of struggling small business marketers is just trying to survive the rough times and until things turn around. You end up just trying to do enough to get a few more clients and then just praying that the current slow down will end soon.
Because struggling small business marketers are just trying not to lose, they also fall prey to "just trying to keep up with the Jones." You'll know this is happening to you when your approach to marketing is watching what your competitors are doing and then just trying to do them one better.
Be careful. It often ends up being the blind following the blind. Because you see them spending time, money and effort on some tactic you assume it must be working. So naturally, you need to spend some time, money and effort as well just to keep up. What you don't know is that they're also a struggling small business marketer that is just trying not to lose.
What is your marketing mindset? What is your purpose and intent when it comes to marketing your business? Are you playing the marketing game to win or simply trying not to lose?
Successful small business marketers win because they think, and therefore act differently than struggling marketers. It is not because they are more creative, smarter, or better at what they do for a living. They expect to win and intend for their marketing to result in a flow of high-quality prospects. The good news is that you can choose to think, and therefore act differently to start playing the game to win.