Yes, I get it entrepreneurs. Once you’ve established what your product or service is you’re eager to start promoting it, right? You want to start churning out content, letting the world know about your business.
We've met many a potential client who put the cart before the horse. They needed to further refine their brand, create a marketing plan, and do up all new business marketing material--think brochures, spec sheets, and anything else you'd put in a media kit or hand to potential customers hanging out around your trade show booth. And they wanted these marketing materials to be done before everything else, which is a horrible approach.
My thoughts on The Business of Belief: How the World's Best Marketers, Designers, Salespeople, Coaches, Fundraisers, Educators, Entrepreneurs and Other Leaders Get Us to Believe are ripped directly from my Amazon.com review, which the author called his favorite review ever via Twitter.
Too many small business owners feel like they are a dime a dozen. Unless you have a pre-existing relationship, many people see folks in fields like insurance, accounting, real estate, mechanics, landscaping, pest control, and even some areas of medicine and law as being all the same. The only difference is price and location, and if you have competitors at a similar price point in the same neighborhood, you have to do something to stand out so potential clients take notice. May I recommend using a blog to set yourself apart.