So there was I… walking into my hairdressers for quick coiffural attention to my now thinning locks when I spied this notice in the window of the sushi shop next door.
And it struck me how often I see vacant shops. Shops, where the business has failed striking a blow to the hopes and aspirations of the person who started them, bright eyed and bushy tailed, bursting with enthusiasm and full of anticipation.
And it reminded me of the mantra long ago impressed upon me by Dan Kennedy whose ideas and thoughts influenced so much of my own.
“Be a better marketer of what you do than doer of what you do!”
Work less, charge more and have your customers loving it!
Marketing Magic
It made me reflect on what E-Myth author, Michael Gerber, had to say about many aspiring business owners, “They are technicians who have had an entrepreneurial seizure.”
And I thought of my own rule of the 6P’s… proper preparation prevents pretty poor performance!
So, maybe the person who started the sushi store was a great sushi maker but, before opening, had they thought about:
- Were the people in the local area ones who were, or might become, sushi eaters?
- Was this shop located where those people would come (or be enticed)?
- Could I reach those people with inexpensive local area marketing?
- If so, could I tempt them to try my sushi?
- If I did, what could I do to get them to come back?
- And if they came back could I encourage them to bring their friends?
- Would this generate enough business to be economically viable?
They are the type of questions I’d encourage anybody planning to open a business to ask before taking the plunge. The answer would maybe save a lot of money and heartache.
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