Small Business Marketing Seizures

Posted by Kevin Dervin · July 29, 2009 · Print This Article

Do you suffer from marketing seizures?

Michael Gerber wrote the outstanding small business book called “The E-Myth” back in the late 1980’s. His updated mega-best seller called “E-Myth Revisited: Why Most Small Businesses Don’t Work and What to Do About It“ was put out in 1995. The book still sells just a well today because the lessons are still completely relevant for small business owners.

In his book, Gerber discusses this myth that small businesses are started by entrepreneurs. Instead, he points out that most people start out working for someone else doing some kind of technical work such as a mechanic, salesman, hairdresser or whatever. Then through whatever set of circumstances, one day these technicians get hit with what Gerber refers to as an Entrepreneurial Seizure and decide they need to go into business for themselves. They don’t need their employer or boss anymore because they can do this technical work better (and make more money) on their own.

I highly recommend this book to small business owners. It should really be required reading for anyone who has or is thinking about going into business for themselves.

The reason for the book reference is because of the number small business owners seen experiencing Marketing Seizures. It is much like the entrepreneurial seizure Gerber describes. And, it appears to be caused by a similar set of circumstances and inherent flaws in the business.

A marketing seizure is brought on by a slow down in business or a sudden need to get more business. The seizures are characterized by a flurry of ill-conceived marketing activity that is not planned and has nothing to do with any overall marketing strategies.

You’ll recognize a marketing seizure by hastily put together marketing messages and materials. It’s characterized by flyers or brochures, new referral offers that seemed directed towards anyone with a pulse, and mailers that might as well be screaming, “We’ll take any kind of business we can get through the door. And, we’ll do it for 10% off.”

The problem of course is that the marketing seizure is not planned. The flurry of activity is mistaken for marketing that will actually move the business forward. It is very reactive and any additional business that it does attract is typically not the kind of business that you want.

Of course you can avoid these marketing seizures. The key is having a marketing strategy and a marketing plan in place. When your marketing plan is outlined and put on a marketing focus calendar, you’re clearer about what needs to be done next. The time you spend on marketing is much more productive and leads to much greater results.