What If You Were Wrong About Marketing?

Copyright 2012

by C.J. Hayden, MCC

Online at http://www.getclientsnow.com/what-if-wrong.htm

Lately, I’ve been playing the “what if you were
wrong” game with my coaching clients. It goes like this:

Client: Jane at XYZ Company hasn’t called me back. They
must not want to hire me.

C.J.: What if you were wrong about that?

Client: Hmm, maybe I should call her and ask what’s up?

In this example, a moment’s consideration about the
possibility that his thinking might be off base transformed my client’s discouraged
paralysis into productive action.

Examining where you might be wrong about marketing can be
an extremely useful exercise for any entrepreneur. Consider these examples:

Client: I don’t want to limit myself by choosing a target
market. I think I’ll market my business to anyone who might need my services.

Coach: What if you were wrong about that?

Client: I might be spreading myself too thin if I market
to everybody. Maybe it would be a good idea to narrow it down a bit.

Client: The economy is so bad right now, I’m never going
to get any big-ticket business. I’d better concentrate on small contracts until
things pick up again.

Coach: What if you were wrong about that?

Client: I guess that could be a mistake. I’ll never get
any big-ticket business unless I ask for it, right?

Client: I introduced myself to all those prospects
already.

They’ll call me if they need me.

Coach: What if you were wrong about that?

Client: They could forget about me if they don’t hear
from me in a while. Maybe I should try to keep in touch.

Client: I heard that social networking is the best way
for solopreneurs to market themselves. I’m going to stop my other marketing and
put all my effort into Facebook.

Coach: What if you were wrong about that?

Client: Maybe I should ask some other solopreneurs what
their experience has been first.

Client: I don’t like making follow-up calls. It should do
just as well to send emails instead.

Coach: What if you were wrong about that?

Client: I could lose out on a lot of sales if people
don’t read my emails. Maybe I should make a few calls, too.

Client: I got a great offer from my professional
association to run a display ad in the conference program.

I bet it will bring in lots of clients.

Coach: What if you were wrong about that?

Client: Perhaps I should call my friend who advertised
last year and see what results she had.

Client: Now that my website is up, I should start getting
plenty of business online without having to do much about marketing.

Coach: What if you were wrong about that?

Client: Well, I think pay-per-click ads would be a great
way to attract more clients to my website.

Coach: What if you were wrong about that, too?

Client: Maybe I shouldn’t let go my offline marketing
until I see how well I do online.

As you can see, questioning your assumptions about
marketing can lead to designing a much more solid strategy.

You can try asking yourself what if you were wrong, but it
can be even more powerful to have a friend, colleague, or coach ask you. And,
as in the last example above, keep asking until you feel satisfied with your
new conclusions.

There’s one more type of assumption about marketing you
might want to question — not what you’re planning to do, but how you feel
about doing it:

Client: Marketing is scary. It’s uncomfortable, too. I’ll
never be any good at it.

Coach: What if you were wrong about that?

Client: I guess I can learn to do it better. Maybe then
it won’t be so scary or uncomfortable.

The next time you decide to do something about marketing
— or not do it — take a moment and play the “what if you were
wrong” game. You may discover an entirely new perspective, and ultimately,
be right more often.

C.J. Hayden is the author of Get Clients Now! Thousands of business owners and
independent professionals have used her simple sales and marketing system to
double or triple their income. Get a free copy of “Five Secrets to Finding
All the Clients You’ll Ever Need” at www.getclientsnow.com