Get off the marketing struggle bus. Let’s solve it in 5 simple steps.

This is my second shot at entrepreneurship. My first was starting a Public Relations (PR) company. 

I couldn't get a job in Public Relations, so I figured I'd make my own. Despite little experience, I did well for myself.

I was part of the launch team for a local television show. I was instrumental in landing the show sponsorships and media attention. We even secured a spot on cable television with paid commercials.

Even though the show was a success, I didn't make much money. How could I with only one client?

A common misconception among small businesses or nonprofit organizations is believing that the announcement is enough.

You fall in love with the announcement: the posts on social media, the press release that's sent, or the email that goes out. 

But, what is the long-term plan to generate awareness?

According to a recent Speak Your Way to Cash, "The State of the Black Service-Based Business Report, 41% of businesses cited marketing as their biggest challenge."

Another 57% relied on social media to spread thought leadership content. 

On the flip side, entrepreneurs want their businesses or organizations to generate revenue.

There are two deeper problems that stop entrepreneurs from marketing:

Fear and lack of knowledge. 

Marketing requires you to increase your visibility. You must get on the radar of people who do not know you. 

This audience is unaware of and uninterested in your cause or what you have to offer.

To market to them, you must capture their attention. Raise their interest. Meet their desire, and convince them to take action with you. 

Taking action pushes you out of your comfort zone.

It can be scary.

"You can't enter the land of the phenomenal until you leave the land of the familiar." - Lisa Nichols

The journey of entrepreneurship demands that you put yourself out there.

You need to risk looking foolish in public, until you get it right.

You took the leap to start this journey; you cannot let fear stop you from building it to the vision you have in your mind.

If you don't build your dream, you will be building someone else's. 

There is no shortage of information on marketing out there. ChatGPT can put together a whole marketing plan for you.

So, why are entrepreneurs stuck? 

They need less information and more implementation.

Marketing is both easy and hard at the same time.

There's a lot to figure out. But, I'm going to simplify it into 5 steps.

My Simple Marketing Plan breaks down the steps so you can plan and execute:

4. Channels: Choose the channels where your target audience hangs out. Don't spread yourself too thin. Pick the channels where your audience gathers. You must have a consistent presence on these channels.  

5. Metrics: Peter Drucker says, "What gets measured gets managed." Track your data to see what's working and make adjustments.

It's an uncharted path. Growing something that will serve many people. 

As a small business, your product or service is the answer to someone's problem.

As a nonprofit, your cause will change many lives.

My coach, Dharius Daniels, said, "If you know something that can help someone, you have an obligation to share it." 

That statement cemented my decision to start my business. It validated the feeling that I was sitting with: the feeling that my destiny is to become and contribute more. 

There is something deeper driving you. Your impact is not felt if no one knows about it. 

Marketing is an act of faith. It is the belief that you can raise awareness of your offer or cause, generate interest from an audience that is not connected to you, and convince them to take action with you.

That is marketing in a nutshell. 

It's both easy and hard at the same time. But, it's worth it.

Sight Seeing is a newsletter for diverse founders. The visionaries who change the world with businesses that choose not to accept the status quo.

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