A fool with a tool is still a fool.
Me using a Weed Whacker? Nah, I can handle that. Me after logging into my website control panel or trying to build a half decent Facebook Business page? Yep, that’s me as a fool.
Last week one of our customers said, “I so cherished the time with my marketing advisor because heck, a fool with a tool is still a fool”. Everyone in the room nodded a collective head in agreement.
It was beautiful.
And timely. Because right now is when to amp things up in small business that people cherish given the sketchy economy the confusingmarketing world we live in.
Small Business success is a lot of things and successful Marketing is a big piece of it. But successfulmarketing, (no matter how much we want it to be), is not a commodity, or a widget or something that spits out of an assembly line.
Successful Small Businessmarketing is not just about using 3 random “tools” like Groupon, Emailmarketing and Pay Per Click plus 4 platforms, 5 posts, a bucket of content and a prayer. Those are, without superb advice and counsel, just shiny and trendymarketing tools fluttering about meaninglessly unconnected and ineffective.
Here is the truth; successfulmarketing is a science. It has a formula, a cadence, a structure and a path.
And it needs to be learned. And it needs to be taught. And it needs to be studied. And in this ever changingmarketing space, it needs to be continuously learned, taught and studied.
And it’s not just onlinemarketing that needs the learnin’. How to use demographic data to determine mailing lists, how to network in local business groups or how to use QR codes on your business cards or better, how to connect online and offlinemarketing really well is not all that crystal clear for many small businesses either.
So if you are a small business owner or someone who helps them, quit obsessing with the marketing “tools” and realize that the lead story is the insight you need to use them.
We fall into this trap in many parts of our working lives. It’s easy but foolhardy to just see the “Whats” and grab on to those tools be they online or offlinemarketing wizardry or even sales tools like CRMs and online Demos. It’s harder yet smarter to see, get or teach to the “How” of using these tools well.
Insight, in the eyes of those who need it most it seems, is the most cherished tool of all.
Till next time,
Grow The Business.