This post is by Michael Pollock, the original owner of Small Business Branding. Yaro Starak now owns and produces the latest content for this blog.
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Caught this funny little blurb in the Chicago Tribune this morning. You’ll have to log in to read it, and it’s free. If you’d rather forgo that, here’s the scoop. The headline of the article caught my eye because it said:
"I thought I’d spend more time creating."
Those words are from Ralph Velasco, a photographer from Chicago. He’s lamenting that he spends more time marketing than being creative.
"When deciding to follow my dream of becoming a professional photographer, I made the mistake of thinking that the majority of my time would be spent doing what I love most: seeking out and creating interesting and unique images of Chicago’s–and some of the world’s–great architecture, landscapes and editorial subjects . . .
"In starting RVP, what I didn’t fully factor in was that in reality, the majority of my time would be spent marketing and running the business side of my dream. I soon came to the realization that the time actually spent out in the field finding unique perspectives of a variety of subjects would represent less than half of my workday."
Of course, there’s not a solopreneur reading this who can’t relate to those words. And it brings to mind the words of legendary ad man, David Ogilvy, who, in seven words, captured the cold, hard reality of the "free agent" lifestyle:
"If it doesn’t sell, it isn’t creative."
I realize I may be taking his words out of context (or not), but the fact is, as a solopreneur, I am – first and foremost – a marketer. That doesn’t mean I have to put on my magical marketing hat each time I need a new client. In fact, that type of on-again-off-again approach drains me quicker than a PBS special on 17Th century ballroom attire. No thanks.
For me, what works best is to be always on. Always marketing. Of course, it helps tremendously to know who my ideal clients are. The biggest marketing mistake I see solopreneurs committing is they don’t clearly define their ideal client. I think marketing today is about connecting with people and engaging in a conversation with them. If you don’t know who you’re talking to, or if you try to converse with too many different types of people at once, your message falls on deaf ears. And you’re back to watching your PBS special.
If you’re a solopreneur, I’m marketing to you right now. Does it feel like I’m marketing to you (if it does, I’m not doing it right)? It doesn’t feel like it to me. Some call it relationship marketing. Others call it brand building. For me, it’s a conversation (you can talk back by clicking on the "comments" link below), and I get to express my creativity at the same time.
If our friend Ralph Velasco up there could figure out a way to merge his marketing with his creative endeavors, maybe he’d be celebrating instead of lamenting. Of course, you have to give him credit for getting some good PR out of the deal. Maybe his lament is really marketing in disguise. Hmmm.