Your Marketing: How Far Would You Go to WIN?

Group of Cheerleaders in the Field

Think of a time in your life when you wanted something really bad, so bad that you couldn’t even fathom not having it. Think about what you did to get it.

For me, it was trying out for the Pom-Pom squad in high school. A Pom-Pom squad, if you don’t know, is a dance/cheerleading group (work with me, I’m aging) that performed at the half-time shows at all the football games, and marched with the marching band for parades. Think Dallas Cowboy Cheerleaders with freshly scrubbed faces and more clothes. As a freshman, I wanted nothing as much as I wanted to be a Pom-Pom girl. Nothing.

But, not only was I not a popular girl, I was new to my high school and, because my family didn’t have money, I didn’t have the nicest clothes, I didn’t wear make-up and didn’t even carry a purse. I was a tomboy from the wrong side of the tracks – and the new kid to boot. I knew that making the squad was going to take herculean effort on my part, as it seemed all the cards were stacked against me.

But, I wanted it. Bad.

I went to every try-out practice and I watched what all the other girls were doing, especially the ones that had made the squad before, and the ones that seemed to have everything going for them. My goal was to look like them, so my clothes, fresh cleaned face and newness wouldn’t be noticed. I felt like an intruder, insecure and unsure, positive that at any moment someone would see my mask and yell, “Traitor!”

My desire was so hot that I would not accept or acknowledge anything but making the squad. I did not let one ounce of doubt enter my mind, not one self-conscious thought or idea. There was no room for that if I was going to pull this off. I felt insecure but I did not let my insecurity get in my way.

I didn’t realize at the time that I’d made such powerful decisions about it; instead I was consumed with one thought: “I will not fail.”

I made the squad.

I was happy, of course, but not at all surprised because I had decided much beforehand that I was going to, no question. And I did. Of course I did. I was on that squad all through high school, even becoming a cheerleader as well in my junior year. I don’t know what my schoolmates thought of me, but I was pretty sure I was an underdog of sorts for the poor kids.

On another note, think of a different time you wanted something, said you would do anything to get it, didn’t get it, and didn’t seem surprised. See the difference in your thought process between deciding wholeheartedly about something and “deciding” without that conviction?

I always know if I truly and seriously want something because there is no other alternative. When I say I want something, but really I’m only hoping I’ll get it because it sounds good, or other people have said it would be good, or someone would be impressed if I achieved it, I’m not in the game the same way. It’s different and, because of that, I don’t give it my all, and more often than not, I don’t achieve it as I envisioned, and that’s “just the way it is”. Not surprised at all.

One thing I’ve learned to do regularly is to look at myself and see what my emotions are on a daily basis, both in terms of how I feel most of the time, and how I exhibit my feelings socially. This really helps me see my capabilities in arriving at my goals, and what my weaknesses might be when I don’t. Look at yourself, starting at the top. Are you mostly happy, exhilarated and having fun in life? Maybe you’re content, ok with everything, or downright bored. Do you often get upset or angry, critical or even malicious of others? Do you regularly feel fear, show grief or feel just barely alive?

Knowing where you are emotionally can assist you in observing where you might be self-sabotaging your goals.

In business and regarding your promotional efforts, you need to know, without a shadow of a doubt, what you want to accomplish and how far you are willing to go to get it. Whether you are doing your own Google and Facebook ads, keeping track of your marketing automation and analytics, scheduling your posts, optimizing your own website, researching and creating your own content, giving your public the information they want with your blogs, keeping track of your competition, and building up your own Twitter and Instagram accounts and networking on LinkedIn, you need to have a crystal clear idea about what you are doing and how far you are willing to go.

Marketing, as you know, is one of the most important aspects of a business – if not the most important aspect. Why? Because without marketing, no one will be aware enough of your products to buy them.

The dictionary defines:




  1. the total of activities involved in the transfer of goods from the producer or seller to the consumer or buyer, including advertising, shipping, storing, and selling.


Marketing, then, is informing your public what you do, selling them what you have and getting it into their hands. Simple.

Then there is promote.



verb (used with object), promoted, promoting.

  1. to help or encourage to exist or flourish; further.
  2. to advance in rank, dignity, position, etc.
  3. to aid in organizing (business undertakings).
  4. to encourage the sales, acceptance, etc., of (a product), especially through advertising or other publicity.


To promote, then, is to enlighten others how wonderful something is in order to further it, for the mutual benefit of the seller and the consumer. At least, that’s how I read it. To promote is to help a business get its products out, but really, the only way to keep getting more and more consumers is to provide them things they consider highly valuable so they will feel compelled to share it with others.

Marketing and promotion work together, hand-in-hand with both sales and public relations (PR). PR, as you know, is the part of promotion that sets up a favorable idea about your business to the public.

What part of promotion and marketing can you do yourself? Should you hire a marketing agent to help? If so, when? Only you can answer these questions, but I will tell you that a marketing agent is going to be aware of the latest marketing activities, the tricks and trends and has marketing industry expertise to the extent that they are immersed in it every single day.

Yes, you can do some or all of it yourself, especially if you have an interest in sales, marketing and promotion and enjoy doing it. But, make sure you know where your resources, attention and activities are best spent in your business, and where your weak links are. The last thing you want to create is a situation where your marketing is getting done to the tune of the rest of your business being ignored.

In deciding the lengths you will go to succeed, remember that hiring people will make you money, not cost you money. If you look at the sum total of your business and who does what, you’ll see what areas are strong and which are weak. Maybe your marketing is great, and the actions you are taking are working, but there is a hole in the delivery process, or handling customer service issues. Maybe there are more aspects, such as social media marketing and building up your profiles and following, that are really not being addressed.

I love it when I hear “business is great” and “the marketing I’m doing myself is really working”. I do. And, though my next question sounds pessimistic, it’s actually not.

“Would you be interested in doing even more with your marketing activities so your success is even greater?”

Just because it’s awesome, doesn’t mean it can’t be even more so. Think about it.

Only you can decide what is best for your business. I’m not going to argue that with you at all. Marketing is the crux of your business, really. Marketing is not a business action you want to focus on halfway, especially if marketing is not your normal area of expertise.

I want to help your business succeed. Storefronts, online businesses, artists and corporate guys alike can use social media marketing to create a great marketing strategy that will build presence, streamline your branding and maximize your public relations, all of which will allow you to make your goals bigger and faster. Do you want to “do your best DIY” or “save money”, or do you really want to do whatever it takes?

When you make the decision to hire a marketing agency, remember to ask a lot of questions to fully understand how they work and what they will do for you. Ask others how they are tailoring their marketing activity and spend, and how that’s working out for them. Talk to several marketing agencies to find the one that best suits your business goals and objectives.

My business is succeeding because I’m my own best client, and I will not accept anything less than winning. I really want to help your business too, because seeing that success spread all over the place would be the coolest thing in the world.

Please visit our website and pop me an email with questions. SIGN UP or REFER someone TODAY and get 15% off your first month.


Denise Read

Executive Director/Owner

Read: Promotion!

714 941-9399



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