On a cool, crisp evening in mid-December, the front door swung opened and the answer machine light was flashing. “Who could it be?” “Kathy”, the alto voice said loudly. “I have a position for you if you are interested”, but I would like for you to know, it involves taking a young lady to the restroom”. “Since I’m calling quite late Kathy”, leave a message, if you are available to interview at 10:00 a.m.
The next morning, the interview begins, and the first question came instantly,” Do you mine taking the young lady to the restroom”, said the interviewer.
“Not at all, it’s important to do for others, the same way, we do for our own children”, Kathy replied.
The rest is history.
Regardless of the outcome, the ultimate goal is to implement the W.I.T. (Whatever it Takes) Marketing Strategy. This strategy allows flexibility to do whatever it takes to create a marketing plan that works for you. It is not a one-size-fits-all. This strategy consists of three fundamentals:
1. Staying Ready: Some may refer to this strategy as preparation, which is fine. The key element is to create your own definition of staying ready. It must be explicit in nature. (i.e. quality wardrobe, keeping an open mind, whatever it takes), For instance, Kathy’s interviewer did not reveal there was another opportunity available. Yet, in still, Kathy clearly understood the importance of dressing for success, speaking from the heart, which resulted in Kathy receiving a higher position than expected. The master teacher reminds us, Matthew 25:13, Watch therefore, for you know neither the day nor the hour.
2. Upgrading Your Associations: This strategy is non-negotiable. For example, it may require joining an association, which supports your niche. On the other hand, it can be rewarding to seek out individuals in your workplace, who may introduce you to others. (i.e. six degrees of separation, meetup groups, spiritual venues)
3. Research: The internet is one the best ways to find information pertaining to marketing, and it allows the ability to analyze the competition. (i.e. target audience, supply and demand, preview your competitors, branding ideas) Most importantly, it provides flexibility on how to channel your resources.
Ultimately, all three strategies can work when applied. It does not require any prerequisites, yet in still, one must do whatever it takes to ensure optimal results. Neil Armstrong’s quote reminds us, ‘Research is creating new knowledge”.