The other day I went to the local house of pizza to pick up a sub for lunch. I noticed that they have this fancy new cash register. When I got home and took my sub out of the bag there was this printed sticker on the wrapper. It had the date, time, price, the type of sub and a bunch of white space.
Now I looked at this and was thinking want a great place to do some marketing. Promote something… education your customers on your hours of operation… offer a coupon… do something, anything. But that's just how I think. They don't think that way. They think about make subs and pizza.
They are focused on "doing the thing" instead of "marketing the thing" as Dan Kennedy would say.
As a small business owner the biggest shift you can make in your thinking is from thinking that you are in the business of "doing the thing" to embracing the fact that you are really in the business of "marketing the thing".
It's the difference between being a small business owner who doesn't really own a business but instead really only owns a job… usually with a low ROI for the actual time invested.
It all comes down to developing a Marketing Mindset.
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