Two Questions Business Owners Rarely Ask Themselves

By Wizard Partner Michele Miller

Author of The Natural Advantages of Women & The Soccer Mom Myth

When teaching a bunch of folks about marketing to women, it’s important that I present information beyond the ordinary. Yes, I deliver the statistics and talk about why it’s important to market to women today, but what good is that if I don’t impart some knowledge about how to actually do it?

Depending on the time allotted, I deliver 6 to 12 steps business owners can take to reach female consumers; the exercises that accompany each step are not only fun, they’re eye-opening for the participants. Suddenly, it’s clear why their marketing programs haven’t been more effective and, in some cases, why their staff isn’t performing up to expectations. Dividing the topic of marketing to women into bite-size pieces immediately reduces its overwhelming nature - light bulbs go on and business owners get so excited they can barely stay in their seats.

In an attempt to bring them back to earth, I end each seminar with a mini lecture that no motivational speaker I know of would ever dare give. What we’ve just covered, I say, is exciting and offers great promise. You’re seeing new ways to connect with female consumers and you’re very motivated right now. You can choose any one of the steps we’ve worked on today and you’ll see a definite increase in profitability.

BUT, I add, before attempting any one of these steps, be sure to ask yourself two questions.

Do we have the skill?

Do we have the resources - money, time, energy, manpower - to make this one small step happen? Is it the most appropriate step for us right now?

Do we have the will?

If we decide to try it, do we have the endurance to go the long haul and see this through to its end? If things don’t work out as we’d hoped, do we have the guts and flexibility to adjust to the situation, or will we cave in?

Since adding this last segment to my presentations, I have received many personal thanks and emails of gratitude for my Core of Action Questions. People realize it’s not meant to be a downer - rather, it’s a much needed reality check that will center the most committed and devoted of business owners.

It’s one thing to agree with a presenter and get excited about trying things - it’s only when you can answer both questions to the affirmative and then take action that you’ll experience the success you’ve envisioned.

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