Marketing Myth: It’s Not Important to Know What You Don’t Know pg. 2
Because of this many small business owners never earn a true profit…one that allows their business to grow, and provide them sufficient income to enjoy the lifestyle they envisioned when they began. Essentially, they’ve traded one job for another. Before they collected a paycheck, now they must earn a profit… the two are not the same. They are responsible for paying themselves and well as all of their other business partners – federal, state, city, and local governments; city municipalities; employees; suppliers, etc.
Herein lays the trap… Most entrepreneurs do not know what they don’t know and go into their business thinking “I’m the best widget maker; therefore my business is bound to be successful!” Statistics say otherwise. (To learn more about Michael Gerber’s E-Myth theories visit his website at: www.emyth.com).
“The person who knows HOW will always have a job. The person who knows WHY will always be his boss.”
Alanis Morissette
Then there are a group of people that I call “know-it-alls” . The business world is full of these people, and unfortunately they are their own worst enemies. Why? There are a myriad of specific reasons but they all begin with their reluctance and/or refusal to seek wise counsel.
Essentially, they do not believe that it’s smart business to pay experts for their years of study, experience and expertise. For instance, just because they can write their own ad copy (i.e. it doesn’t require a license or Certificate) they think they should! These are the very same folks who would diagnose their own diseases and write their own prescriptions if it weren’t against the law!
What they fail to see is that for every one dollar they spend paying experts, they potentially save five dollars in actual money and even more in wasted time; preventable mistakes; lost earnings and stress. However, marketing is not the only area these misguided “know-it-alls” reside. Although the industry certainly has more than it’s fair share (even though study after study confirms that a company is only as successful as its weakest skill) it is prevalent in every field.
On the other hand, there are many more folks who are far from insufferable know-it-alls. They actively seek counsel, but sometimes simply don’t know where to begin, who to contact or the right questions to ask! I experienced this firsthand as I began working on my website, (www.StrategicMarketingAdvisors.com).
Tip I had no delusions that I was an expert in Internet marketing right from the start… no problem. Yet, as I learned more about the process, I became more and more panicked. Cyberspace jargon is like a foreign language to me and the more I tried to do myself, the more lost I became. And it wasn’t as though I did want the help! Quite the contrary… but I was so lost that I didn’t even understand what I really needed, let alone who to contact! Gratefully, I used my tried-and-true methodology and “baby-steps” process and found a wonderful coach who made all the difference!
The philosophical concept is not difficult to grasp… but identifying our own level of incompetence is another story all together. Like most things it begins with an open mind and heart; insatiable curiosity; careful research and a very large mirror! And what makes it even more challenging is the opposite fact… There are many marketing strategies and tactics that even a beginner can use successfully. I’m not suggesting that you hire an expert for everything! However, you must first learn one from the other.
