Don’t Shoot Yourself in the Foot!

Mike replied to the last post saying: “A well stated set of facts! It always amazes me just how backward small business has their priorities. It should be market, market, market, and then open and sell, and continue to market! The old adage ‘build it and they will come’ falls far short if ‘they’ don’t even know about it, where it is, and what it provides.”

This got me to thinking about why some business owners continue to “shoot themselves in the foot” by not marketing their businesses, and thus not moving their businesses forward. It seems so obvious to me that unless you strive to get people into your establishment, or to buy your product, why in the world would you want to be in business. However, we seem to see just the opposite happening. Why? I can think of several reasons, but I’m not sure that they apply in most cases:

* the owner thinks that they know better than the professional marketers — but the poor sales results should speak for themselves, or
* the owner really doesn’t want to succeed — but then why even try, or
* the owner wants to fail — but that doesn’t make any sense to me.

After struggling with this I asked a therapist for her insight. She said that she believes it’s more simplistic: real reason for most businesses not succeeding is that people are just too optimistic about their endeavor – and don’t realize how much money that they need to run, and to promote their business.

The SBA website talks about setting marketing budgets, see:


About Nate Marks

We live and work in a world of visual images.
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One Response to Don’t Shoot Yourself in the Foot!

  1. Mike Willett says:

    Right on, Nate! With many people starting small businesses, and even some that have a business history, they forget to budget for marketing, spend most of their money on opening, then ignore the need to get the word out about their business. Of course, for the first time owner, ignorance is a big factor, but tell me, what in the world is the excuse for the experienced owner of company?
    Unfortunately, it is not always size that makes huge mistakes about marketing due to complete ignorance, or a management team that just never learned the word “marketing”, or has no budget for it.
    My final comment about that kind of business approach is, and please, don’t anyone out there take it wrong, they just don’t belong in business to begin with.

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