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The Just Enough Rule in Marketing (by Larina Kase)
Let’s face it: It’s much more comfortable to stay in our
offices and get ready than to get out there. We perfect
our business cards and brochure. We come up with various
telephone scripts. We polish our “audio logo” (your
brief introduction of yourself and your business). We
write and rewrite the copy for our websites. All of
these things are important-- to a degree. We need to be
honest and ask ourselves “Are they as important as I’m
making them?” and “Will they bring in business or is
there something more productive that I could be doing?”
Time to bring in the “Just Enough” Rule and ask
yourself: “Am I prepared enough to move forwards?”
Make sure that your definition of just enough is an
accurate one. If your definition of just enough is
perfect, then you’re not effectively using this rule.
Here are some examples of how my clients have recently
used the Just Enough Rule to move themselves ahead in
their marketing and build their businesses more quickly:
- Do I have just enough marketing materials to
present myself well? My client and I decided
that all she needed to go in to local business and
present her business were high quality cards and a
website. Her website didn’t even need to be
complete, just good enough that she had a presence
online.
- Have I practice enough that I’m reasonably
comfortable and confident? One of my clients was
getting ready to give a free seminar to a group of
potential referral partners and was on the verge of
over-practicing. If she did, she would come across
as over-practiced and not her natural authentic
self. If you’re
scared of public speaking you’ll be nervous no
matter how much you practice and practicing too much
can actually increase anxiety and decrease
performance.
- Do I know enough about this marketing
technique to start doing it? I recently learned
that a client had bought 10 information products on
internet marketing. Her internet marketing needs
were straightforward and she didn’t need all of this
information. Marketing is not rocket science. And
it’s not a one-time thing where you learn
everything, do it once, and are done. (I wish it
was!) It’s a continuous learning process and the
only way to really learn is to jump in.
- Who can tell me if I’m ready for action?
It isn’t always a good idea to rely on yourself
because you won’t feel ready. Instead, get an
outside perspective who can objectively tell you if
you’re ready to move ahead. You don’t want to be
floundering out there on your own. As long as you
have support, you can start taking action and get
help as you go.
What is one area of your marketing where you can
apply the Just Enough Rule? You’re ready enough to
get going, so it’s time to take the plunge. Go for
it, you’ll do great!
Learn about our individual coaching programs to help
you take marketing action. |
