Q. "Some time ago, I put up a website for my new business, and I haven't attracted a single customer! Coaches have suggested optimizing for search engines, promoting myself through live events, branding and banishing negative thoughts. I'm feeling dizzy." A. When you're spending time, money, and energy with no results, you're probably making at least one of these five deadly mistakes. Here's how to get back on track. Mistake #1. Assuming a market exists for every business idea. The Fix: Before spending more money, be sure you've identified customers with an ability and a willingness to buy. Choose a market that not only loves your idea, but can afford to buy your service. And go for low-hanging fruit: a market that values your service and expects to pay for it. Mistake #2: Focusing on "What" rather than "Why." The Fix: Instead of hiring web designers and getting an editor to tweak your copy, take a step back and look at the big picture. Who is in your market? Why will they buy? Choose consultants who ask those questions before they reach for their pens and word processors. Mistake #3: Tossing all your marketing budget into one basket. The Fix: Spend frugally (but professionally) while building your customer base. Want to host a catered party with live music and catered refreshments? Test your market with low-cost panel discussions, free content articles and speeches to community groups. Want a brilliant website? Start with a simple calling card, minus the flash. Spend big bucks after you've learned what works. Mistake #4: Listening to cheerleaders and wet blankets. The Fix: Learn to ignore advice to "just dive in" before you've learned to swim. And run from those who warn, "You'll probably go under" before you step into the pool. Create your own support team of experts who can give you a balanced, realistic perspective. By arming yourself with information, you can not only survive but thrive in your new venture. And confidence comes from information combined with experiences of small but significant success. Mistake #5: Saying, "If this doesn't work, I can always get a job." The Fix: Operate from a position of strength. Get an interim source of income before money gets tight. Your old job will be different, even after six months. And after six months of testing the business waters, your old job will seem different. You may not be able to go home again. |
