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Many small business owners feel that the pressure to manage their marketing efforts can be overwhelming. Buy the right ad. Join the right social network. It may help to remember that every marketing challenge begins with today’s story. What's the story, who do you want to hear the story, and what are you using to tell it? Story. Audience. Tools.
The Story might be what you do and how you do it, but it might be how it makes people feel. Either way, whether your product is baked goods or French manicures, stories are about people. Preferably one person or family per story. Connect the story of one person to one more person. Repeat. Repeat. Repeat.
The Audience you want will almost certainly be split among groups, geographies, incomes and levels of reading and digital literacy. Moms, do-it-yourselfers, home-based entrepreneurs, who do you need? Scope out who they are and where they are. The Internet will unearth amazing stats for you if you only have the patience to search and keep searching.
Perhaps the most anxiety surrounds the idea of marketing tools.
In today's communicating climate, there's a new tool every week with a strong argument to try it, if even for a little while. Of course, even a 3-day sample of a new online program can translate into an investment of a week or more of time to learn and practice it.
Before you get all sweaty over new digital tools, be sure that your marketing foundation is strong. For many businesses, that's the website. For others it might be the hard-copy 4-color newsletter that's still sent every month via U.S. Mail.
Marketing isn't easy, until you realize that it is. Story. Audience. Tools.