In recent weeks I’ve heard the same question several times: ‘What if marketing works too well?’
There are two answers I usually give to this:
Unless you are super lucky, marketing takes time (so much time) and will more likely have a gradual impact than a big bang effect on your pipeline and sales.
What makes you worry about this?
(Yes, I know I answered a question with a question! Something that used to delight my parents when I was a child and possibly more recently 
)
Concerns behind the question
The answers to my question that was meant to be answering a question (are you keeping up?) can be summed up as follows:
Fear of overwhelm. A completely understandable and common fear amongst sole traders and small businesses. That’s why it’s so important to know what good looks like and build marketing to achieve this. It can then be flexed up and down as required.
Not wanting to keep customers waiting for a productor service. Again, perfectly reasonable. However, luxury brands, car manufacturers and many music acts have built companies and careers out of keeping their customers/fans waiting. If it’s of value, people will wait. A waiting list is not a bad thing, as long as it’s communicated correctly and proportionate to the product or service.
Not fully believing that their product or service does add value to their customers. It can feel like a risk to put yourself out there and face the fear of ‘failure’ (obviously, it’s not really failure).
Sensible and sustainable marketing
As I say, all of the above are reasonable and understandable but they don’t have to be permanent.
If you’re a small business owner feeling the same, then a proper marketing strategy and plan will ease these concerns and put you in control of sales growth. I always start a discussion about marketing with ‘what are your goals?’ From here we can look at how your business can be scaled without you having to work more hours, as this isn’t sustainable in the long term (and probably not in the short and medium term either).
This approach means that overwhelm is reduced because of the identified goal and marketing strategy and plan to achieve it.
Although I can’t promise instant results, I can promise results that matter.
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