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Whose Grass is Greener? by Gail Gastelu, The Tea House Times

Thursday, March 17th 2016 @ 12:00 AM

Whose Grass is Greener?

. . . the one who waters theirs more, of course!!

Nothing happens on its own. Nothing happens by luck. So, if you are looking for a pot of gold under the rainbow or a lucky green four leaf clover today, think again. It won't happen unless you make it happen.

Successful people in high positions got there through hard work. Endless hard work, blood, sweat, and tears, mostly....and financial hardship too.  A few people may have been lucky enough to follow in the footsteps of a family member who has taken them under their wing to perhaps one day take over a successful business, but there too, this requires hard work and dedication not a sense of entitlement.

Often, I am asked how someone might advertise their business and find success.  This is followed by the usual statement of limited budgets and a new, not-yet refined message to market their products or stand out above their competition. It is something most new businesses have gone through unless they had an investor, took out a loan, set aside a marketing budget and hired a seasoned professional to refine their messaging. But, living the American dream or becoming a small business entrepreneur usually surrounds a very determined, DIY person who insists on doing most tasks themselves. A hard-working mentality that will eventually prove them to be the type of person who will water the grass more and pay attention to details necessary for successful business.

If you read the biographies of some very large food and beverage companies, you will find very similar stories of starting with an idea or perhaps creating a product and selling it to friends and family, finding a bit of success and deciding to launch a business. This moves on typically to a period of hardship and growing pains on every level. But the stories are so interesting. Read up on Hershey's chocolate or Bigelow Tea for example. Very interesting.  Then look at these companies now. Are they still advertising even though they have found success and a huge following? YES! Why? Because you must always be top of mind with consumers and be there in front of them or on their mind when they seek what you have to offer. It doesn't matter how you touch them (well, it does), but it needs to be consistent and demonstrative of a company that is healthy, alive, going strong and caring towards their customers.

“A man who stops advertising to save money
 is like a man who stops a clock to save time.”
- Henry Ford -

Persistence is key, but there is also a budget to consider.  Statistically, "they say" that it takes three ads before you even get noticed. Then, you need to find that hook that brings people to want to do business with you rather than your competition. Not easy.

This is something that every business faces. The hardest part about advertising is getting noticed and building a reputation and showing constantly that you still exist. Consistency and dedication and multiple avenues of advertising and other unique ways of touching people are key. 

“They” also say that marketing or advertising should be planned as 10 percent of your budget. It is also said that if your marketing or advertising is set at 10 percent of what you want to bring in/your intended sales goal, it may be something within reach. Just saying what they say. I don't have statistics to support this since most people do not share their financial fitness with others.

You need to find and use a variety of ways to constantly stay in the limelight. This might include hosting special events with notification sent to your customers or advertised on industry specific calendars. Publish a company blog, white papers on relevant topics to your industry with tie ins to your products, articles for others, social media sharing, guest blog posts, and news – regularly! These support you more deeply and help people to connect the dots from any marketing/advertising you are doing - to deepen a relationship with you, get to know you, and want to do business with you.

Getting a sale is all about the relationship. Advertising is showing you still exist.

Water the grass that is your business and watch it get greener in dollars. It is not so different from your relationships in love and life. Water them, nurture them, and people will be talking about how the grass is greener on YOUR side of the fence.

Happy St. Patty's Day – Wear the green, water the green, or drink the green [tea] proudly today!

 

For the Love of Tea. . .

Gail

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GAIL GASTELU is Publisher of The Tea House Times, Producer of TeaCourse.com continuing education and TeaEtiquetteCertified.com online tea etiquette certification. She is also producer and presenter of Tea Course Fast Track and produces numerous other products and services to connect businesses and consumers to everything tea. Gail lives in NJ with her husband and two children. Her motto is "Just Do It!"  Learn more about Gail's work here. Contact Gail via email here.

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Gail is RINGLEADER of this fantastic group of Guest Bloggers!  Enjoy stories of our careers, tea experiences, and overall joy for tea.

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