The Power of Systematic Determination.

by Patrick VanTyle, Founder of VanTyle Business Solutions.

As published in Business Alert, June 2004.

When was the last time you sat down and thought about marketing? Have you ever heard “I feel marketing is a waste of money” or “we have tried that before and it didn’t work” and other such statements? These statements might be true today if your marketing efforts do not reach your target market or do not generate sales. What is marketing really and what actions gain the most return on investment? Everyone can answer this in his or her own way. We will not get into the dictionary, textbooks, or dig out old college papers here. Today we will look inward at ourselves. The company we own and operate is our baby. This makes business personal. Likewise, every activity involved in our business is personal. Therefore, marketing either informal or formal is personal as well. Finding what is successful for your company is the goal and key to success.

What makes some marketing efforts more successful then others? The answer is very simple really, attitude and planning. This answer may sound too good to be true but it is reality. Owners never plan to fail but they sure do fail to plan! We are far too busy these days working IN our business then ON it. Advertisements, networking, direct mail, and other activities are all time tested marketing activities. Along with these now come the internet, digital cameras, and high definition. We have entered the Digital Age offering more choices and chances for exposure to the marketplace. These choices can be overwhelming and the limited budgets are even more reason for planning. To be successful business owners must plan and the creation of a formal marketing plan is the best place to start.

It is good we understand marketing and the activities involved but creating, and implementing a strategy takes time and effort. Initially, many have found writing a marketing plan can be excruciatingly difficult without help. Once complete they feel it was time well spent and cannot believe they waited so long in the first place. The most successful companies have taken the time, regardless of their size, to write a formal marketing plan. If you were to look at these marketing plans, you would find they are living, breathing plans with teeth! In addition, the successful company is persistent. A cohesive long range and detailed strategy wins every single time. Ponder this for a moment; Thomas Edison went through hundreds and hundreds and hundreds of filaments to find the single one used to create the first light bulb. He would set up the test, hit the juice, and smoke would be the only thing to remain. Often during these “failure” times Edison was over heard to say “well, there is another one we know does not work.” Imagine if after two or three attempts Edison had said “what a waste of time” and stopped his research. Edison’s attitude demonstrates the power of systematic determination and learning. Learn what works and what does not and in the end; use what does!

In the economic conditions we face today, we must be competitive and prepared. Business owners must find ways to increase business. Successful marketing works every time. Do not wait; do seek help or advice to create your plan if necessary. Create a formal marketing strategy for your company, implement it, and be persistent. In time, you and your family will reap the rewards of the effort.