The primary difference between an employee and an entrepreneur is beyond just who owns the business. Employees perform a function and get a paycheck. Entrepreneurs find a customer and then perform a function. So as an entrepreneur, what you earn tomorrow is based on what you do today to find a customer. In other words, you must FIND the work before you can DO the work!
As we mentioned in Part 2, you can market to your end user or you can market to a group of people who already do business with your end user…or both. Your primary responsibility as a marketer is to find a niche market for your product or services.
A niche enables you to wake up in the morning and know what you must do to find business. A niche keeps you focused because as wonderful as we think we are, we cannot be all things to all people. The niche comes first…the money follows. Pick one niche (target market) and stick with it. Get good at it and avoid the tendency to bounce around and try different markets or niche groups. You should get really successful in one area before you expand to another.
“Successful” in this case means:
- You’re reaching your target market.
- Prospects are reacting positively to your marketing message.
- They are purchasing your products or services.
- Your delivery methods are effective.
- Your customer service methods are working well.
- Customers are giving you referrals.
Marketing is 100% of what you have to do as an entrepreneur and you should consider it your only approach to success.
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