The story you're so proud of placing in ABC publication created a flurry of interest. But not one new account. Or return of former clients.
That $75 ticket to the conference for networking didn't, you realize a few months later, produce any leads.
That website you invested a bundle in isn't getting you beyond the eighth place on Google. (As we know now, websites are less important. Google has become our new homepage. Read all about that here.)
Those of youwho can embrace reality, both SmallBiz and BigBiz, then admit: That dog don't hunt. Not any more. That's even though it had been a key way to develop new business, just six months ago.
It's back to square one. And square one, in this era of data, means research about market segments and how to reach them.
The public library system, at least in the Mahoning County region, Ohio, understands the pickle all marketers are in. Not just those in the hyper competitive legal sector. The public library provides ongoing free in-person tutorials.
Last night, in its Poland, OH branch, I was among the entrepreneurs who invested 90 minutes to un-learn. The business and investment librarian-Stuart Gibbs-presented seven sources of market intelligence. More will come, same place, same time, next week in Poland.
Shock: Everything had changed. For example, SCORE now provides free mentoring, custom-made to our specific business challenge. Manning SCORE are retired executives who volunteer their expertise. To start the connection, we, of course, go on the Internet.
Gibbs was candid. Bluntly, I asked: Will I get any bang for my buck if I pony up the $25 for cocktails at X trade association to network? His answer: That depends. But then he went granular. The electric contractor probably would develop new business at the local Chamber of Commerce. But, probably not my particular communications boutique. At least, not the kind of business I was seeking.
What was also useful was leaving ScreenVille for in-person interaction with other entrepreneurs. Among what they are pitching ranges from home dialysis to alternate education. Yes, we exchanged ideas with each other, after the official tutorial.
Success in business in 2017 may come down to continual un-learning. That's what GE Vice Chairman-Beth Comstock-hammered on LinkedIn Updates. It's less painful to do that in a group and with an empathetic coach like Gibbs.
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