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As an entrepreneur, you’re no stranger to the allure of the latest marketing “must-have” courses and programs. From the ever-popular Rachel Peterson and Amy Porterfield workshops to the countless other gurus promising to transform your business, the options can feel endless. But here’s the harsh reality: more often than not, these one-size-fits-all solutions end up being a costly waste of your time and resources.
I have seen this time and time again with hundreds, if not thousands, of entrepreneurs who come to me for help. Even when the advice they received wasn’t necessarily wrong (Rachel and Amy do both give good advice), it just wasn’t completely right for them, their business, and the stage of growth their business is in. Because it can’t always be.
The problem lies in the fundamental mismatch between what these programs offer and where your business is currently positioned.
While the content may be invaluable for entrepreneurs at a certain stage of growth, if you’re not quite there yet, you’ll find yourself struggling to implement and see the best results.
It’s time to break free from the “shiny object syndrome” and take a strategic, needs-based approach to your marketing investments. In this guide, you’ll discover a step-by-step framework to help you identify your current business stage, align your marketing priorities, and build a roadmap to sustainable growth – without the burden of wasted spending.
It’s no wonder solo entrepreneurs find themselves constantly drawn to the latest marketing courses and workshops from industry influencers. After all, these programs are often taught by experienced entrepreneurs and marketers who have achieved their own impressive results and built devoted followers.
However, the very thing that makes these courses appealing – their broad, one-size-fits-all approach – is also what can often lead to disappointment and wasted investments for many new solo business owners. Here’s why:
These courses are designed to appeal to a wide range of entrepreneurs, from those just starting out to more seasoned business owners.
As a result, the content tends to be general and at an overview level, covering a broad spectrum of marketing tactics.
While this provides a solid foundation, it rarely goes in-depth enough to address the unique challenges and needs of any individual entrepreneur.
A critical flaw in many popular marketing courses is the assumption that all participants are at a similar stage of business growth.
They fail to account for the vastly different obstacles and priorities faced by entrepreneurs who are just launching their ventures versus those who are already generating consistent revenue and looking to scale.
Even if a course covers strategies perfectly suited to your current business needs, the sheer volume of information can still be overwhelming.
Solo entrepreneurs often struggle to sift through the content, pick out the most relevant pieces for them, and develop a cohesive plan for implementation which may not look like what they were taught in the course after all. This leads to feeling stressed, confused, and ultimately, unable to take meaningful action.
Or worse, it leads them to take action that isn’t quite right for their business and feel confused and overworked trying to cram a square peg into a round hole.
The bottom line is that while these high-profile marketing courses can provide valuable insights, they are not a one-size-fits-all solution. You need a more personalized approach that takes into account exactly where your business is positioned and what your most pressing marketing priorities are.
By understanding the limitations of these “guru-led” programs, you can avoid the trap of wasting time and money on strategies that simply don’t align with your current needs. Instead, you’ll be empowered to take a strategic, step-by-step approach to building a marketing plan that drives sustainable growth for your unique business.
No, it absolutely does not mean you need to avoid these courses (especially if you’ve already taken one or more and the money has already been spent).
I always tell entrepreneurs 100% start wherever you need to start. Doing anything – learning anything- is better than learning or doing nothing at all.
If you’ve already spent money on these courses, hopefully you’ve been able to implement at least one piece of the strategy.
BUT … if you’re reading this article, it may be that you’ve found it’s still *not quite right* … in which case it’s just about strategizing what to use and what to leave. (And this is exactly why I offer Fractional CMO Strategy Sessions, in as little as one-hour increments. Sometimes you just need to brainstorm a plan with an expert.)
And if you’ve been on the fence and haven’t put out the money yet … well then you may want to hold off temporarily, understand your own needs well first, so that you can choose a course that is a better fit.
Or better yet, instead of trying to do your marketing yourself, outsource some or all. I always remind entrepreneurs that your Zone of Genius, the spot where you need to spend the most time in your business and have the most knowledge in, likely is NOT marketing. Which means you’ll benefit from having expert help.
The first step in outsmarting the “shiny object syndrome” is to conduct a thorough self-assessment of your business. This means getting brutally honest about where you currently stand, what’s working, and what’s holding you back.
Some key questions to get you started:
This is by no means an exhaustive list, but will get you to start thinking about how you are, or perhaps should be, mentally categorizing your business among what are commonly considered the four stages of business growth.
Once you’ve identified your business stage, you can then align your findings with your overall growth objectives. This will help you determine which marketing strategies and investments will have the biggest impact on moving your business forward.
Now that you’ve taken the time to honestly assess your current business stage and marketing needs, it’s time to start building a strategic roadmap to guide your investments.
Begin by focusing on establishing a solid marketing foundation for your business. This might include:
These core elements form the building blocks of any successful marketing strategy. By addressing them first, you’ll create a strong base from which to scale your efforts as your business grows.
Download Free eBook: How-to Guide: Building Your Marketing Foundation from Scratch
In addition to your foundational marketing priorities, look for opportunities to implement quick, high-impact tactics. This could include things like:
These “quick win” strategies can start driving results relatively quickly, helping to build momentum and demonstrate the value of your marketing investments.
Once you’ve established a solid marketing foundation and secured some early wins, you can then begin to explore more advanced tactics like paid advertising, email marketing automation, or social media campaigns.
However, approach these with a discerning eye.
Carefully vet any new marketing programs or courses to ensure they align with your specific business needs and growth objectives. Avoid the temptation to chase the latest “shiny object” just because it’s being touted as the next big thing.
Instead, rely on your self-assessment and focus on strategically layering in new tactics one by one. This will help you maximize the impact of your marketing investments without getting overwhelmed or sidetracked.
Marketing is an ongoing process, not a one-time project. Regularly review your results, identify what’s working (and what’s not), and make adjustments to your roadmap as needed.
Build in accountability measures, such as weekly or monthly check-ins, to ensure you’re staying on track. Enlist the support of a mastermind group, accountability partner, or marketing mentor to help you navigate the process.
Once you’ve identified the right marketing investments for your business, it’s time to ensure you get the most out of them. This means having a clear implementation plan, establishing accountability measures, and regularly reviewing your progress.
If you do decide to invest in a marketing course or program, approach it with a strategic mindset. Carefully vet the content to ensure it aligns with your specific needs, and create a detailed action plan for putting the lessons into practice.
Enlist the support of a mastermind group or accountability partner to stay on track and avoid the pitfall of consuming content without taking action.
However, it’s important to recognize that as an entrepreneur, your time and energy are precious commodities.
This means that often the best way to maximize your marketing investments is not to learn how to do it all yourself, but to instead learn enough to know what you need, and then invest in having a true marketing expert handle the implementation for you.
The reality is, you likely didn’t start your business to become a marketing expert. Your true “Zone of Genius” lies elsewhere – whether that’s in your core product or service, client relations, or strategic business development. By understanding where your strengths lie and being willing to outsource the marketing tasks that fall outside of that zone, you can unlock exponential growth without the burden of having to become a marketing maven yourself.
Look for experienced marketing agencies, consultants, or specialized service providers (like us!) who can offer the level of expertise and hands-on support you need. This allows you to focus on what you do best, while leveraging the knowledge and experience of marketing professionals to drive tangible results. As we’ve discussed in a previous article, outsourcing your marketing can be a far more effective and efficient approach than trying to do it all yourself.
Remember, the key to outsmarting the “shiny object syndrome” is to stay focused on your unique business needs and growth objectives. By taking a strategic, phased approach to your marketing investments – whether through self-education, outsourcing, or a combination of the two – you’ll not only save time and money but also position your business for long-term, sustainable success.
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