A question I always ask myself is “am I willing to do whatever it takes?” Being relentless in discovering what I need to do to succeed and then doing it is the key to success, in any economy.

One of the huge advantages your small business has is the ability to adjust or modify what you do, or even to rebirth your business to match the changing wants and fears of your customers. It is your customers desires and problems that bring them to you. They want solutions, they want value, and they want to know your care.

In a difficult economy, only those businesses that keep a careful eye on what those customer wants and fears are, can truly position themselves for success. Successful business is a moving target that changes with the economy, the culture, and your customer base.

You must take the timeless principles of marketing, communication, and value creation and use them to set your business apart.

Most small business do very poorly at marketing. You must find many ways to reach your customer where they are, communicate value in what you provide, and show them why you are the only one who can uniquely provide your product or service. And how do you know if what you are doing is working? You must measure your results.

I can count on one hand the number of small businesses I know that test and measure the results of their marketing efforts. One way for you to be relentless in the pursuit of success in your business is to measure the results of your marketing. How can you improve and build your business if you don’t know, specifically, what works?

Are you willing to do whatever it takes? Do you really want to succeed? Then start TODAY, testing and measuring the results of your marketing efforts.


by Steven Schlagel