For a super rocking fun time marketing plan you need three strategic objectives and this is the one almost everyone misses because they do not take it seriously! You need a lifestyle purpose for your benefit and your business’s.
There is a story of a business man on holiday beside a great lake. He finds a fisherman, dozing in the sun and they get into conversation. “Why are you not out fishing?”, the business man asks.
“I’ve caught all I need to feed my family today.”
“So, why not carry on fishing? You could sell the fish to buy an outboard motor for your boat and that would take you to other parts of the lake where there are more fish. More profits would mean new, bigger and stronger nets. With the additional money you could buy a second boat and pay people to fish with you. In time you could have a fleet of fishing boats.”
“And what then?”
“Then, you could sit back and relax.”
“What do you think I’m doing right now?”
There is no doubt lifestyle choices make a big impact on your business.
Most people have heard of work-life balance and it is important. You have a young family and spend every hour God sends outside your house, marketing and delivering your business. Fifteen years later, your business collapses through exhaustion and you return home to find a house full of moody Goths who have no idea who you are and a partner who has forgotten you exist.
Lifestyle benefit is for everyone, even those who live alone. I value the freedom to live my life in the way I want to. I walk for health and that means I walk every day. Being free of having to go into work means I can do as I choose. Some people have hobbies or sports they pursue and value opportunities to do so.
Your business needs to fund your work-life balance, that is the costs of non-essential business activities. Your lifestyle purpose should inspire your financial purpose. What do you need to fund your non-business activities?
But your business benefits from your lifestyle purpose too. If you are to come across as fresh, as someone who enjoys your work, you need to take lifestyle seriously. The worst boss you ever have is likely to be you. It does not have to be that way. Everyone struggles with this but you can plan how to get to your chosen lifestyle.
But you also need space to review and reflect on your business. Many people, especially coaches, get so caught up in their job, they forget their business. How many people schedule in the time they need to take a step back and review their business? You need to create space to do this, so that you’re not distracted by day-to-day demands from your clients, partners and others.
So, there you have it. You need business, financial and lifestyle aims for your marketing plan. They’re related but you need to focus on all three if you are to do justice to your business. This may seem daunting. But don’t worry, you’re not alone. There are many others in the same boat and this is why collaborative marketing is important and so my next topic.
In these posts and emails I am forging a new approach to marketing. Please comment and let me know what you think, whether you agree or disagree.
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