There isn't much on this earth that I can guarantee, but I can guarantee that when you're in All or Nothing (AON), nothing will happen.
           
Here are the telltale signs of AON:  you begin sentences with "unless" or "until." As in, "I'm so short-staffed right now that I'm putting in 12-hour days.  Until I can get some help, there's no way I can also take on the marketing.  Therefore, we'll do nothing.
 
Or, "we really need to do a mailing to get our name out there.  Right now, however, cash flow is poor.  Unless some of those proposals that we have out there start to come in, we can't afford a glitzy mailing.  Therefore, for the time being, we'll do nothing."
 
Note that "marketing" has taken on an indeterminate amount of time.  Note, also, that a single mailing (warning:  one-shots don't work) has escalated to "glitzy" (think expensive) status, so is out of the question.
 
Owners of small and growing businesses get real stuck in AON, the men even more so than the women.  Men are more inclined to see the grand design; women concentrate on the details.  Both mindsets breed procrastination, when stressed.
 
What's the corollary?  Something Is Better than Nothing (SIBTN).  Once you can switch your mindset from AON to SIBTN, you'll begin to see results.
 
Here are actual examples from BroadsOnBusiness.com members and Adrienne Zoble Associates, Inc. clients during consultations..  "I really should be speaking across the country.  That's how I generate business.  I haven't been feeling too well lately, however; and I'm nervous about flying to distant locales."  That's the AON.  The SIBTN?  Speak to these people via webinars.  No travel necessary. 
 
"We did one Open House and generated a client from it; but it took so much out of us, we can't even think of doing another one."  AON is in full force. How about scaling back the complexities of the Open House?  Less work.  SIBTN.
 
"I need to hire a receptionist, so Janice can handle more of our marketing that she does so well.  Trouble is, a receptionist costs $45.00 per day; and that expense is a challenge right now."  AON = no receptionist, Janice less able to devote her attention to marketing.  SIBTN?  Bring in a receptionist to start just two days a week.  Ensure that he or she is a fit and that the minimal investment is indeed paying off, before increasing hours and cost.
 
Where are you with AON vs. SIBTN?  What's the chance you're making a mountain out of a molehill?  You know how to eat an elephant, don't you? One piece at a time.  I believe the real issue is priority. When you're not sure of the benefits (WII-FMs - what's in it for me?), any excuse will do.
 
Want to do a snail mail or email campaign? Dreading trying to organize your database?  Can't even consider any mailings, until the database is in order?  Here's a hint: our alphabet consists of 26 letters.  Start with the A's.  Then tackle the B's.  You might even get to one letter that's so easy you say, "That wasn't so bad.  I think I'll go on to the next one"
 
At a time when resourcefulness is more important than ever, don't let AON get in the way of your productivity. Marketing isn't about quantity. It's about quality and continuity. Establish one or two marketing priorities.  Conduct a half-hour staff meeting on how to simplify your marketing activities.  Assign some easy tasks with timelines, to ensure implementation.  Now is not the time to pull up your marketing stakes.
 

Hear ye, hear ye!  Our BroadsOnBusiness.com. website is live!  You may choose from programs for as little as $24.95, $49.95 or $89.95 per month!  Those among our First 100 Charter Members are already benefiting from one-on-one's and follow-ups with Adrienne.  There are only a few Charter openings left, so take advantage of this opportunity. 

Our first two webinars on "The Best Use of your Marketing Dollars" (with Adrienne) and "How to Grow your Contacts and Business through Linked In" (guest speaker, Viveka von Rosen, a LinkedIn guru) are already scheduled for October, available (and free) only to BOB.com members. Visit our website, Broadsonbusiness.com, to learn more; or call Adrienne Zoble at 970/282-1150; you may also email her at Adrienne@broadsonbusiness.com.  

 

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