Do you have the mentality of a great marketer? If not, how do you develop it? Since starting my consulting practice in 2007, I’ve trained over 500 authors and worked with numerous publishing houses, non-profit organizations, and businesses. In essence, I’ve had enough clients to see certain patterns emerge – patterns that tend to affect a client’s success or failure with their marketing efforts. In fact, there’s three patterns that usually separate my most successful clients from those who don’t get results.
1. Confidence in your abilities
My clients who get great results tend to have an inner confidence in their marketing abilities, which extends from a solid self-esteem. They literally believe in themselves and their staff. When they try a new marketing tactic, they undertake it with gusto and anticipation. This confidence creates a self-fulfilling prophecy that builds energy to undertake other new ideas.
In contrast, I see too many individuals and organizations who express a sense of pessimism when it comes to marketing. They don’t believe in their own capabilities. So they approach new promotional campaigns with anxiety, scepticism, or apathy. They’re afraid of what other people might think. They won’t act unless there’s a 100% guarantee something will work. They attempt new marketing tactics with lackluster energy or make it a low priority. A lack of confidence usually creates marketing that lack results.
2. Vision to pursue your full potential
There’s a biblical proverbs that says, “Without vision, the people perish…” (Proverbs 29:18). To me, this proverb can apply to marketing by meaning, “Without the vision to reach your full potential, you’ll stay trapped in the present or past.” In other words, you’ve got to believe that you can improve and acquire new skills. Otherwise, you’ll get stuck in a rut.
For instance, my most successful clients always believe they can learn more. To them, pursuing a new opportunity feels like a positive challenge, rather than a negative burden. They push themselves to become better public speakers. They learn to write better, faster, and disregard unsolicited feedback. They constantly look for new ways to expand their message to a wider audience.
Everyone has the potential to improve. Some people are motivated to see what’s truly possible. Whereas, others are scared of success and prefer the comfort of the mediocrity they already know.
3. Comfort taking calculated risks
Marketing is a risk. There are no guarantees. Just like getting in your car and driving to work each day. You may or may not make it. If you live life and view marketing with an extreme aversion to risk, your fear can shut down a marketing plan. I’ve had clients say, “That’s too expensive…I’ve never done that before…Will we get results immediately?”
In contrast, my successful clients develop a comfort level taking calculated risks. In their mind, they think, “This marketing tactic may be expensive, but it will pay for itself many times over…I’ve never done that before, but the logic makes sense…I’d love to see quick results, but I can wait if the payoff is worth it.” Are you comfortable taking on moderate risk? Or, does your mental or financial position leave no room for flexibility or experimentation?
The mentality of a great marketer doesn’t demand ultimate creativity, an Ivy League education, or a secret understanding of consumer behavior. Individuals and organizations who make marketing work for them believe in their capabilities, pursue their full potential, and take calculated risks. Where do you stand when it comes to the mental side of marketing?