It was an interesting way to start a Marketing Seminar. About 45 business owners gathered in the ballroom at the Radisson Hotel in Orange County California. I had driven there from Tucson. There were people from all over the nation representing many different industries. We had come to spend a couple of days with marketing guru Adam Urbanski, a Polish immigrant who had come to the United states poor, turned millionaire.
Seated at rows of tables, we waited like a nest full of baby birds anticipating a feast of fresh answers to our burning questions about how to successfully market our businesses.
I Didn’t See This Coming
Adam walked to the front, paused and looked over the room. For some reason, he zeroed in on me. I was seated on the second row. He stepped through the first row and stood in front of my table.
“Good morning Mr Wyatt, he said.”
WOW, The first thing a speaker must do is capture the attention of his audience. Well, he had certainly captured mine. Not just mine though. In an instant, he had the attention of every person in the room. When a speaker makes eye contact with one person, the whole room feels it.
Suddenly, really wide awake, I responded, “Good morning,”
“Welcome!” he said, breaking the tension with a big smile, He looked up, “And welcome to all of you!”
He turned back to me, “Mr Wyatt, when you and I spoke during our pre-conference call, you told me that you own just one business (he didn’t even look at his notes) J3 Effect Marketing, right? I nodded. Then he looked across the room and asked, “How many of you would say, like Mr. Wyatt, that you own a single business?” I looked around. Almost every person in the room raised a hand. The teacher smiled and said, “Perfect!”
From Now On Develop a Two Company Mindset
He tapped me on the shoulder as if to say thanks for letting him abuse me as an attention getter. He turned and moved back to the front of the room. Then he said something that impressed me so deeply I expect I will never forget it. “Ladies and gentlemen, over the course of these days, I hope to convince you that you own two companies, not just one.
First, a business that sells your products and services. Second, a marketing company that markets your first business.
You own TWO companies.
“Ladies and gentlemen, over the course of these days, I hope to convince you that you own two companies, not just one. “
The whole room responded by growing quiet and thoughtful. Our speaker waited for a moment to let this thought sink in. Then he continued.
You wouldn’t be here if you weren’t interested in marketing. Clearly, you know you must market your business. I just want to push your thinking up a notch. For example, Let’s say you own a store that sells jewelry. Today, I want you to see yourself as also the CEO of a jewelry store marketing company. I want you to think like a marketing executive. You may think that’s asking a lot, and it is.
But you can do this. You are like the young mother with her first born who can’t imagine having time and energy for a second. But when that second child cries its first breath, something happens. She’s not suddenly two people, but it’s like she is twice the person she was before. Her mindset is different.
I understand, It’s not easy to see yourself running a second company. That’s why I infuse the first session of this seminar with the thought: YOU OWN TWO COMPANIES. I want to impact your mindset.”
Owners With a Marketing Company Mindset Flourish Faster
Adam concluded with this. “I’ve watched hundreds of business owners grow their businesses. Along the way, I’ve noticed the ones who also develop vision and strategy for their ‘marketing company’ are the ones who see their dreams come true the fastest.”
Therefore, embrace the truth. You are the CEO of a fine business. Also, you’re the president of a marketing company. You own TWO companies. Be inspired. Find a way to make your second company successful and your first company will thrive.”
Where can I find the time?
Adam was so right. Mindset is everything. The ‘marketing company’ mindset he suggested is powerful.
But the most frequent lament I hear from busy business owners is this, “It is hard to find the time to market my business well.” On top of that, most of them say, “I don’t understand marketing.” Some go even further with, “And if I’m honest, I don’t want to.” I tell them, “You are not alone.
Outsourcing Can Solve the Time Issue
But there is hope. Marketing is a function, much of which, you can profitably outsource. Larger companies staff a marketing department with the three or four people it takes to make it work. Smaller companies can’t do that. Still, they need the marketing function to grow their company. Don’t get me wrong, it’s not a turnkey matter, You, as the CEO of your marketing company must be involved, but you can win the day by outsourcing, you can delegate the heavy lifting to your outsourced marketing department.
Don’t be discouraged. Instead, embrace the truth. You are also the CEO of a marketing company. Be inspired to find a way. Make your second business successful and your first business will thrive.
Our skillful, dedicated team of marketing specialists can help. We just might be the outsourcing solution you are looking for. Arrange a free, no-strings-attached consultation! Let’s see if the services we offer fit the business you run.
Note: Some of the story I made up to make it more interesting, but Urbanski’s brilliant insight is not something I made up.