Marketing for the Person Who Can’t Market

Some of the best business people I’ve met are people who have never seen the inside of a college.

The traits that make up a good business person have little to do with what is found in a book.

Understanding people is a character trait that goes a long way. I often really like small business owners. They are not afraid of the things other people are afraid of. That makes them very transparent and accessible.

They aren’t afraid to tell you they are on the brink of failing.

They aren’t afraid to tell you they are on unemployment because they haven’t taken a paycheck in 6 months.

They aren’t afraid to pawn their gold to make payroll.

They aren’t afraid to tell you how much money they made last year… good or bad.

But make no mistake. They do get afraid. Sometimes the fear is palpable.

They can become paranoid of competitors stealing their clients or employees.

They are often afraid of things they feel like they don’t have any control over.

I know a successful painting contractor who has been putting the exact same flyer in the newspapers for the last 15 years! And now it’s not working.

I know a restaurant owner who relied on the local newspaper to deliver people to his front door. And now that’s not working.

I know a private school that relied on a close knit group of people in the community to refer like-minded people to their school. And now they aren’t referring as many, probably because of the recession.

These are all good business people that had found a marketing method that worked years ago and it served as their life blood for years and years.

These are people who I can feel their fear. They are terrified of this new marketing world. They don’t get computers. And they definitely don’t get how to use the Web to make their business grow.

The marketing world is significantly different these days. Between a severe recession and the complete absorption of the Internet in most people’s lives, things are different.

Look at this:

It’s from the article, “Internet Ad Spending Not Equal to Internet Usage.”

I want that top bar to burn into your brain. People spend:

  • 42.9% of their media time on TV
  • 25.2% on the Internet
  • 15.6% on Radio
  • 8.1% on Mobile
  • 4.9% on Newspapers
  • 3.3% on Magazines

So enough yammering from me.

You came to this article to learn “marketing for the person who can’t market.”

Here are the exact 7 steps I want you to take:

Step 1:

Print this off and put it on your wall.

I want you to look at that bar graph of where people are spending their time. You need to see it, live it, believe it. It’s not lying. You may love the newspaper. But no one else does.

Step 2:


People spend more time on their phone than in a newspaper.

Step 3:

If you are heavily into newspapers and it is still getting you business then keep feeding it. But get an exit strategy out of the newspaper now. The peak period of newspapers was in the 1920’s. It’s just been downhill ever since.

In the 1920s, on a national basis in the U.S., daily newspapers achieved market penetration of 123 percent (meaning the average U.S. household received 1.23 newspapers). As other media began to compete with newspapers, and as printing became easier and less expensive giving rise to a greater diversity of publications, market penetration began to decline. It wasn’t until the early 1970s, however, that market penetration dipped below 100 percent. By 2000, it was 53 percent.

There is no rebirth coming. It’s all just an inevitable decay.

Don’t make me put another step in here about getting off of newspapers. You know I’ll do it.

Repeat after me:

Newspapers are dying.

If I rely on them I am dying.

Step 4:

You probably can’t afford TV. If you can, then great. Do that.

Step 5:

Mobile is not a great marketplace for most businesses. The advertising opportunities of mobile still have a ways to go to catch up to the usage. So for most people avoid this.

Step 6:

The Internet is where it is at.

There are a whole bunch of ways to use the Internet for marketing. There are terrific ways of advertising your business online. But no matter what Google tells you, you have to know what you are doing. You need a solid tracking mechanism in place. And you really need to understand how to organize your campaigns. Otherwise I can pretty much guarantee you will be wasting money.

I want to see you advertising on the search engines. But if this article is a new concept to you, I want you to wait! You have much to learn young grasshopper.

Step 7:

I want you to blog.

That’s right. I want you to do what I’m doing right now. I want you to tell your story. I want you to tell about your experiences in business. I want you to tell tips and tricks to make the most of your service or product. I want you to post pictures. Someday I want you to post videos. I want you to show the genuinely nice person you are on a blog.

I want you to be you. 

Whether you believe me or not (many business owners are pretty hard on themselves) you have probably gotten this far in business because people like you. I want you to show that on a blog.

There are a whole bunch of places you can get a blog. And if you want options let me know in the comments below.

But long story short: I want you to use SageRock Places.

There is a free trial. So you can try it out. If you like it, it’s $19.95 a month. And look. If you tell me you are on seriously hard times or you are just starting out and you have no cash, let me know. We’ll work something out.

It’s built on WordPress which is used by 50 million (literally 50 million) other Web sites.

We keep it updated with the latest patches. And we back it up all the time.

On top of that it comes with live and on-demand Webcasts to learn how to use it the right way.

Just use this. If you don’t like it you can easily move your content to another place.

You need to be on the Internet in a serious way (like 5-10 years ago, actually). 

The Web is the future. The longer you wait the harder it is going to be for you to catch up.

Just do these things. You will thank me for it.

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