Be Big and Bold With Your Goals
At a business event recently, I was keen to get people discussing marketing strategies. My aim was to get them to understand just how a marketing strategy could benefit their business. I asked everyone in the little group we were in (about 10 of us) what their objectives were for 2022 and had they considered how marketing could help them achieve those objectives. I was very surprised by some of the answers, and it made me realise just where many businesses are making mistakes.
If I asked you what your key objective for 2022 was, what would you say? What is it that you want to achieve this year?
When I asked the group of 10, I had expected most people to say something like more leads, more clients, more turnover, or perhaps to iron out processes. But instead a few people said their objectives were things like introducing case studies, improving the copy on their website or working out their main USPs.
Straight away, with my marketing hat on, all I could think was that these aren’t objectives. They’re actions that you’d put in place to meet your objective, but they’re not an objective in themselves. They’re just a tactic. And not having a more geared up objective will most definitely hinder the progress you can make as a business owner.
I’m sure that the person who plans to introduce case studies this year feels really good about it. This might seem like a positive move forward, and I’m sure they can imagine that telling the story of some successes will attract more attention. In itself it really isn’t a bad idea.
However, the reality is that if you set yourself a goal of writing case studies, then that’s pretty much all you’re going to achieve. What then? How are you going to use them? How are they benefitting you? And what are they really doing for your business?
I remember when I was doing my GCSEs. Two girls in my class were chatting one day saying they hoped to achieve a C in Geography – the class we were in. The teacher overheard and came over to them. The girls were bright and capable, and the teacher warned them that if they set their sights on a C, then that was all they would be likely to achieve. They will never push themselves as much as they could. If in your mind you’d settle for a C, when you know you’re capable of more, then you’ll never give yourself the push to meet your full potential.
She told us to go for an A. She said always strive for the best possible result. That way, even if you don’t quite make it, not only can you say you gave it your best shot, but you might still end up with a B. If you don’t push yourself enough, you run the risk of getting a D.
The words from that teacher have always stayed with me. If you want your business to be a success, then set your sights high. Even if you don’t quite achieve everything you want to, you’re most definitely going to achieve more than if you settle for okay.
So what do you want to achieve this year? What would success look like to you? What position do you want to be in by December? Be honest and strive for the best possible scenario.
You need to be realistic, of course. Don’t think “I want to be a millionaire” when your current turnover is £17,000. But also don’t sell yourself short.
Be brave and make a bold decision. All you need to do as stage one is say what you want to achieve. The next step is to work backwards and decide how you’re going to achieve it. Now you know that you want to double your turnover or get 20 leads in per month, you can put in the tactics to make it happen.
It’s at this point that you might say a few case studies will help, you perhaps should reconsider your website copy, and you must review those USPs. But now you’re doing it with a goal in mind so everything is more focused.
After the last couple of years we’ve had, I think we should all be aiming for more success in 2022. We’re all due a bit of good news. So spend five minutes thinking about what you want your company to look like in December, and be as ambitious as you want. Reach for the stars. Don’t just hit the ceiling.