So many people run what I call HOPE based marketing. They place adverts online, in the phone book or local newspapers and then sit back and hope that someone reads them and calls with an order.

If you have ever, or currently use the word “hope” in connection with your marketing, you know that you are in trouble. In fact this word should not be used in any association with running a small business. Never hope money will be paid, never hope people will read your adverts, or hope they come to an event.

Turning hope into certain confidence is key to developing a solid marketing strategy that will develop your business into the future.

So our lesson today is: take a look at your business marketing strategy and where you ‘hoping’ that things are going to work, start to change these. In our next post we will begin to discuss more productive ways to target your customers