Last year I started writing a book. It’s a simple book created specifically for small business owners that are just starting out, and also the ones that are frustrated with local marketing people and companies. It will help a lot of those people. Help them save the dollars they throw UN-confidently at advertising…and help them make money by creating advertising that actually makes an impact.
But it’s the book that won’t get done. It’s my first book. So, I’m taking my time. It’s in the hands of my printer, but I keep getting ideas and adding pages. Then, I get a proof back, and re-read it, make edits and add pages. At first I was all hopped up on excitement and wanted it out there immediately. But my wise wife said, “Take your time with it.” She was right. Since then, I believe the book has become clearer and increased its potential to help.
Right now, I think it’s done. But of course that could change in an hour. I just have to get a photo taken and we’re ready to roll with it. It’s nerve-racking. Will anyone like it? Will it flop? Since I’ve re-read it 50 times, each time I waited for it to get really old and boring to me. But it never did. Each time, it always made me say, “This is good. This will help a lot of small businesses. Let’s crank it out.”
So, it’s right at the stage before it starts “cranking out”. Phew. If you think you’d like a copy, I’ll let you know how to get it very soon. But I’d also like to help people understand what this process has meant.
Like your advertising, I wanted it to happen NOW. But there was always something that could be improved. So, I made changes. I was patient. And I went through a complete learning process. Something that will help me write my second book.
Your advertising is that way. There is always something new you’d like to share with people. There is always a different way to say something and improve upon your advertising. It’s a process. And if you rush it, and expect miracles immediately, you’ll fail.
Be consistent with your advertising. Find a strategy for yourself, then get started. Invest the proper dollars and do it more intelligently. Week-in and week-out, you talk to your prospects in a strategic, relational, and consistent manner. Then, you’ll get a new idea. So, you implement that idea into your next ad or set of ads. Not trying this and trying that, but moving your ad messages closer to being GREAT.
My book is better today than it was 12 months ago. Your ads will be better 12 months from now, than they will be today. Start the process, learn from it, and be patient. 12 months from now you’ll be in a completely better place. You’ll be excited. Just like I am.
Advertising and marketing is a process that improves over time. But it never will if you don’t know how to do it right in the first place. After you read my book, you’ll be able to start doing it better. You’ll be able to take the ideas and lessons and put them into your own advertising efforts and start taking a bigger slice of the pie.
Have a great day!
Duane Christensen
Non-Fat Advertising blog
