Dealing with criticism

When you have a cheering squad for your blog, or followers who eagerly read each missive you send them, it's easy to forget that the world at large doesn't necessarily share their attitudes—or yours.  You'll be tempted to dismiss someone who posts or sends severe disagreement as the rant of a crank.

The dynamics are quite different for a book or for an article by you in a publication or blog for a general audience.  In such cases, there's less self-selection. People approach your content without knowing much about you, being pre-aligned with your perspective, or already being fans.

Are you using the right words?

Why do some marketers treat customers as enemy combatants? They often speak of ‘attacking’ marketplaces. Some even organize ‘campaigns’ to ‘target’ people so that they’ll ‘engage’ and be ‘captured.’ There are marketers that use ‘roadblocks’ on web pages. They ‘blast’ potential customers with emails.

Others favour a fishing metaphor. These marketers set out bait to reel in the big ones. Without lowering expectations, they toss the little ones back. They then take comfort that ‘there are always more fish in the sea.’ Frequently there’s a big haul, but sometimes nothing is biting.

Don't ignore potential customers outside your niche

Budding consultants and new service providers often make a basic mistake.  Too frequently, they follow the idea that they'll have an easier launch if they select a niche of customers to go after. The problem arises when they have to turn away those outside the niche who are willing to pay.

What can result is a disjointed marketing plan. They develop pitches to a defined subgroup of customers. At the same time, they try to welcome one and all. This dissuades those who'd rather do business with a specialist.

Establishing a successful business

Running a business should not be a difficult task. Running a successful business can be more difficult. There are thousands of people that have their own business, but many of them are not having any luck at all. As an entrepreneur, have you considered any of the following recommendations?