Increased Business Growth by Slowed Marketing

In the last couple of posts, I’ve shown why it’s important to validate and upgrade your business.  These increase your confidence when talking about your business and set you up for the most crucial dimension to your marketing plan, campaign design.  This is where you put together a marketing plan for increased business growth.

The big mistake businesses make is to embark on campaign design without validation or upgrade.  This invites losses in time and money.  Without validation, how can you understand what marketing methods you need for your business?  Without upgrade, how can you know you are marketing the best possible version of your business?  What a waste, when you discover part way through your campaign, you could have made improvements before you started!

Campaign design with foundations in validation and upgrading, is more likely to be effective, easier and quicker to develop and faster bringing your business to those most likely to buy.

So, here are some advantages you have as you design your marketing campaign.

Confidence Closing the Deal

If you are not confident about closing deals, you are likely to avoid situations where you get close to closing the deal.  Obviously, this is a fatal problem for any business!

Most people who experience this problem seek help through training or coaching.  So, let’s assume you have done the coaching and understand closing.

If you have validated and upgraded your business, you are clearer about what you offer and so more likely to attract prospects.  And you are confident enough to make an offer.

You will know how to find those you can help and communicate your confidence to them.

Solving Problems

Validation and upgrading help you solve your clients’ problems and they help you solve your own marketing problems.

A big problem business owners face is they find they are marketing using a method they do not  enjoy.  You could argue the aim is to promote your business not enjoy marketing but if you enjoy marketing, you are more likely to do it and communicate your enthusiasm.

The question is: how do I find a method I enjoy and design a campaign that will work for my business?  Chances are the skills you already use delivering your offer can be used to market it.  This way your business is coherent across marketing, sales and delivery.

Handling Objections

Upgrading shows you where you need to go out on a limb.  You take an extreme position in your campaign and that attracts objections.

When you get objections, it shows you are making an impact.  You have confidence to respond to them positively.  Remember, your response should speak to your market.  The person who makes the objection may not be in your market.  They may not be able to see the point because it is not for them.  Turn this to your advantage.


If you establish your own space as an expert, you draw a group of people around you.  You become a leader!  You build credibility and credibility means more work and more sales.

Leadership is something people fear but deep knowledge of your business means you can be confident your leadership is well-received.  Good will is valuable so long as you come up with the next step and keep on innovating.

Having a System

Campaign design is basically developing a system whereby you automate aspects of your business.  You can do this online and this is usually what people think about when they design a marketing campaign.

But they need a system that involves their customers, prospects and other contacts.  There are Customer Relationship Management (CRM) packages available online and one of these may be helpful.  But you need to clear what your CRM is for – what do you want your contacts to do for your business?  What incentives can you offer for them?

You need a system that works for the front end (outreach / targeting) and backend of your business (CRM).  A sales systems at both ends can be complex but saves time and energy if you get it right.

There is more to campaign design than many businesses offering marketing tools acknowledge.  The only person who can hold the complete picture is you – marketing companies cannot do this for you.  You need to work closely with those you hire to deliver your marketing strategy.  If you don’t know what you need, don’t expect anyone else to!

Next time, I’ll dig deeper into campaign design for local marketing.

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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About the Author

I've been a community development worker since the early 1980s in Tyneside, Teesside and South Yorkshire. I've also worked nationally for the Methodist Church for eight years supporting community projects through the church's grants programme. These days I am developing an online community development practice combining non-directive consultancy, strategic management, participatory methods and development work online and offline. If you're interested contact me for a free consultation.

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