Posts Tagged ‘evaluating your business’

Thank Goodness for a System

I may have mentioned as this new year began that I have been working on a new system and organization for 2011. The best intentions seem to always be followed by chaos and client emergencies that derail my plans, turning my business into something different than I’d thought when I wrote out my business plan at the end of the previous year. Well, this year I was determined that would not happen to me. I’ve logged things in my calendar, like blogging, scheduling time and making that time important, not something that can be bumped and rearranged and finally forgotten falling by the wayside.

Thank goodness for this system or I’d be off-track already. The sad truth is I’m already running behind on what I’ve calendared, but the good news is the reason I’m behind is that the work is coming in quicker than I can keep up. Yeah, I’ll have to work double-time to catch up but that’s possible. I know what I have to do thanks to my trusty new work log. It’s easy to keep up and definitely keeping me on track.

And my calendar? Oh, my gosh! Its my new best friend. I can see that I need to make sure I check it before I schedule any meeting or event. It can be overwhelming to look at the week in advance and realize that there just might not be a free second for much of anything else but the good news is I can also see at a glance what needs to be done, what my client’s needs are and I am so much more proactive with marketing ideas for them.

Letting history repeat itself is usually looked at with disdain. Not for me this year! I’m evaluating what works and I’m certainly going to repeat it. That’s actually the advice I give my clients as well and is the thing they overlook and don’t maintain during the year.

Tracking their marketing campaigns, how many people responded and how many they converted to customers. I had someone tell me just the other day that the campaigns we ran last year packed their business but “they didn’t work as we didn’t retain that many of them.” When I suggested that the campaigns fulfilled their function and might be a good idea for us to look at their closing techniques they looked at me blankly. “But the marketing didn’t work,” they repeated. Learning to evaluate what works and what doesn’t can be a challenge. Be honest with yourself if its not the marketing collateral but something else within your business.

The history that you want to repeat is what works. I’m so lucky since I get to see lots of campaigns, for all kinds of different business types. What works for a pest control company will work for a karate dojo, you’ve just got to change the message, the call to action, but the campaign basics are still the same.

Like blogging – it works across all types of businesses and business models. Are you blogging for your business? It works. You just have to be consistent. Interested in having a regular blog and don’t have time. Let me know. I’m happy to be your ghost blogger.

Debby is a working writer, designer, artist, photographer and guest lecturer in Southern California. If you are interested in hiring her she is available for ghost blogging, strategic marketing planning, graphic and web design, photo shoots and more. You can email her at djohnson@debrongraphics.com