Turn Your Marketing Weakness into a Strength

Feb 10, 2015 | Uncategorized

Marketing your business can feel like juggling a thousand plates while walking through a minefield. There is so much to consider all at the same time.

And let’s face it: you don’t always get it right. There are weaknesses that must be addressed—creatively. And weaknesses you discover in your marketing and brand exposure may surprise you. Check out how these businesses turned their found weaknesses into strengths:

Become influential online

“Our literary agency was slow to take to blogging. While other agencies picked up the blog “wave” early, I thought that so many agents were blogging and that we would have little new to offer. Nor did I see blogging as the best use of our time. But all of that changed when I noted how Michael Hyatt used his blog, with its significant readership, to explain major shifts taking place at his current employer, Thomas Nelson Publishing. I determined that I wanted our agency to not only become more influential online but also to offer help to those who were trying to discern how to effectively connect their writing with publishers and readers. And, inherent in those motivations, was the ability to more vigorously showcase our agency’s brand.”

“Part of our brand is to offer plenty of personal attention to our clients; so we instituted that approach into our blog, almost always responding to every comment posted. We chose to make our blog a place for conversation. As a result of our blog, we have gained readers among publishing professionals as well as writers, promoted our brand as an attentive agency to thousands who wouldn’t have known of us otherwise, and given us an opportunity to express our opinions about publishing’s direction with more vigor and a louder voice. We also were given the honor of being named among The Top 12 Must-Follow Blogs for Authors.”

— Janet Grant
Literary agent and founder of
Books & Such Literary Management

Get outside the box

“It was realizing that you cannot be all things for all people. We concentrated on what we do best, and what we do best is build a quality product. Whereas before, we just kind of built our trailers, we have paid a lot more attention to what the customers want and the trends as far as customers taste. And now we are in tune to what our customers and our dealers want.”

“We have improved our product overall and are concentrating on what we do best. Our videos done through 212 Media studios have been a big part of this effort—especially in our relationship with our dealers, and providing them with tools to show to their retail customers and get a true feeling of what we’re all about. Maybe it’s going outside the box a little bit more, but our dealers appreciate all the effort we put into how we are presenting and putting our best foot forward to the customer. We try to portray that we are a family business, and we take a lot of pride and care in what we do. Each product is built for an individual person. And the videos we put out portray that.”

—Curt Yoder
Co-owner Kropf Industries, Inc.

Ask for help

“My social media presence was the weakest. It’s such a great way to reach and connect with your customers, but I was randomly posting stuff here or there. No personality, no specific message, no connection. And it was doing absolutely nothing for my business, and so I figured it was a waste of time.”

“To change this, first and foremost I hired a coach. I found someone who was doing what I wanted to do and ponied up the money. It was worth every penny. She’s taught me so much about mindset and business—from how to hone in on my passion, what my message should be, and then how to get it out there. I started by creating good, consistent content and trying to put more personality and value into my posts so that customers could get to know me and what I’m about. When you do that, the right customer just kind of finds their way to you. I still have room for a lot of improvement, but it’s already been huge for my business.”

—Beth Burns
Beth Burns Fitness

Connect with your team

“I would say my weakest area in business is in leadership. I know what kind of work ethic I have and automatically assume that my workers will have the same attitude and values—not always the case. I’ve gone through a few ‘bad eggs’ to get the crew I have now.”

“I’ve often thought back and see now where I should have been more vocal about what I expected. I still try to work on this by having salon meetings frequently to help me keep the communication line open. When you’re more connected as a team, clients can feel it when they walk into the salon.”

— Liz Wilson
Owner of Lox Inc.

Be persistent, pray, and say “yes

“I’m no writer. I have a disability in the language part of my brain. Didn’t speak until I was quite old. Cheated my way through French class in high school. Spent a year studying film directing in Rome, Italy, and still couldn’t learn the language. Then there were those C’s and D’s I pulled in my one college writing class.”

“I had to feed my family. So when a producer asked me to write for his TV series, I said “yes.” When a publisher asked me to write a book I said “yes.” They were terrible, but through a lot of persistence and prayer (heavy on the prayer), I’ve published 124 books, have had something like 18-24 scripts produced, sold 8 million books/videos, and have won 70 national and international awards. I apologize for sounding preachy but, at least for me, it was my faith that God loved me and would pull me through that, well, pulled me through.”

Bill Myers
Bestselling Author

Be personable

“At one point, there was not a lot of people that knew about Chika Sunoto Photography (CSP) so my biggest challenge was to get the CSP brand more recognizable. I used social media, like Facebook, to get my brand out there by posting updates on a continuous basis and get my Facebook followers involved. Followers are interested in participating in some type of giveaways, and also enjoy seeing how I highlight the little details though my photography—for example, a baby’s eyelashes, an infectious smile, little toes—and also giving sneak peeks of other sessions. Word-of-mouth and referrals were also great advertising tools that helped in my brand exposure.”

— Chika Sunoto
Owner of Chika Sunoco Photography

Don’t be afraid to brag about your strengths

“What was once our weakest area in our brand exposure was showing and talking about the things we were doing. We had some information on our website but it was not fully showing what we were capable of doing. Because I’ve been turned off by certain sites that have come across arrogantly or making claims that are overstated, I err on the side of letting our work shine through rather than talking about how great we are. We’ve tried to do a careful job of showing off our brand and stepping up the side of telling more about the successes we’ve had while still maintaining a more down-to-earth, this-is–who-we-are and what-we-do approach.”

“We moved forward in this weakness to more of a strength by doing a couple of things: one is we have brought someone else on board to help manage (and that devotion of time and focused attention is really helping), and second, we constructed a new website to help us better profile and tell the stories of what we do as a company. Third, not only do we offer a website, but we are focusing more on our blogs.”

“You start where you are and build upon it. If you wait until things are at a certain level of perfection it keeps you from ever starting. We’ve stepped into more of the story we want to tell, it inspires us to keep going and to feel good about where we are and we are headed as a company.”

— Blythe Daniels,
Literary Agent and Publicist
The Blythe Daniel Agency

How can your business turn your marketing weaknesses into strengths? If you need a hand, we would love to help! Contact us for more information.

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