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I had an advisor tell me years ago that, I ——– at marketing so don’t do it. Instead of not doing it, I immersed myself in it and learned all I could about it. Little by little I picked up different marketing concepts until I was able to develop my own marketing system. In fact, writing this article is a big part of how I market today. I could have done what my friend said and not do it. I could have hired someone to do it. But I felt like it was something I could learn and was in line with some of my other skills. It was one of those areas that I wanted to excel at. Today, after studying marketing for the past 5 years, I enjoy the concepts, but I leave most of the details to other people. I’m not good at social media, creating brochures and websites, doing trade shows and even face to face networking. I either get someone else to do it or leave it out. IE: I no longer do formal networking events, but that doesn’t mean I don’t network, it’s just not part of my core marketing program.

So, what does your skill set have to do with marketing? This is similar to the purpose section, where if you are not in alignment with what you are doing, it’s going to be hard actually market your business. I’m not a big fan of public speaking, not many people are. I do it, but it’s not a big part of my marketing because it’s not a major part of my skill set. Can I make it one? Absolutely, but it’s one of those categories that I don’t want to master.

Now, this may come as a shock to you, but when it comes to marketing people are not going to hire you if all you talk about is how skilled you are. You need the skills and if you don’t have the skills or somebody that can provide the skills, any client you land won’t be a client for long. One of, if not the worst ways to land a new client is to talk about bookkeeping. You want to find their pain and assure them that, you have a solution. You don’t need to get into all the details, and shouldn’t, until you have connected with them on a human level. People don’t make decisions based on logic, they make them based on emotion. They justify their decision with logic. So, once you connect with them, their pain and emotion, you are close to the deal with logic, if they ask for it. Don’t offer any logic unless they want to know. Your objective is to get the business, not impress them with your knowledge.

“It is possible to fly without motors, but not without knowledge and skill.”
   -Wilbur Wright