June 19, 2025 • 16 mins
In this episode of Imperfect Marketing, host Kendra Corman dives into a common but often overlooked entrepreneurial struggle: being too close to your own business. Drawing from personal experience and conversations with clients, Kendra explores why it’s so hard to see your business clearly—and how that impacts your marketing, messaging, and momentum.
If you've ever found yourself stuck writing a LinkedIn post, unsure what makes you unique, or overwhelmed by daily to-dos, this episode will hit home. It’s a thoughtful, honest look at what happens when your expertise becomes a blind spot—and how to regain perspective.
- Are You Too Close to Your Business?
- How This Impacts Your Marketing
- Ways to Regain Perspective
Key Takeaways for Business Owners and Marketers
- Expertise blindness is real—just because you know it doesn’t mean your audience does
- Marketing is about connection, not complexity
- You don’t need a huge budget to get perspective—start with post-its or a monthly accountability check-in
- Even pros need coaches—asking for help is a sign of strength, not failure
Whether you're a solopreneur, service provider, or small business owner, this episode will help you slow down, zoom out, and market from a place of clarity—not assumption.
Connect with Kendra Corman:
- Website: kendracorman.com
- LinkedIn: https://www.linkedin.com/in/kendracorman/
- Instagram: @kendracormancoach
Looking to leverage AI? Want better results? Want to think about what you want to leverage?
Check and see how I am using it for FREE on YouTube.
From "Holy cow, it can do that?" to "Wait, how does this work again?" – I've got all your AI curiosities covered. It's the perfect after-podcast snack for your tech-hungry brain.
Watch here
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Hi, I'm Kendra Korman .
If you're a coach, consultant ormarketer, you know marketing is
far from a perfect science andthat's why this show is called
Imperfect Marketing.
Join me and my guests as weexplore how to grow your
business with marketing tips and, of course, lessons learned
along the way.
Hello and welcome back toImperfect Marketing.
(00:27):
I'm your host, kendra Corman,and today we're going to be
asking the question are you tooclose to your business?
I think if you're in business,if you're a solopreneur,
entrepreneur, small businessowner, the answer is probably
yes, because it's definitely yesfor me myself in my business.
What does that mean, too closeto your business?
A lot of times it just meansthat you can't see sometimes the
(00:51):
value that you're providing,the problem that you're solving
and why people are coming to you.
You also don't always pick upon all of the different things
that they're talking about andquestions that they're asking so
that you can create bettercontent and better position
yourself in the market for youto get more business right.
So let's talk a little bitabout the signs that you're too
(01:12):
close to your business.
First off, can you identify thequestions that your customers
are regularly asking you?
Customers, clients, suppliers,whatever it happens to be.
I can tell you that I forget alot of the questions I get asked
at speaking events because I'mon such a high from the
adrenaline that I'm looking forcontent and I'm like, oh my gosh
(01:35):
, what did they ask me?
I forgot right.
And so I think that thathappens a lot for people and it
happens a lot more than we think.
So becoming more observant andit happens a lot more than we
think so becoming more observant, writing those down and getting
ways that we can generate moreinterest or more ideas, for
instance I'll just use this asan example.
You know, going into the peoplealso ask section of Google if
(01:56):
you're searching for somekeywords that you want to come
up for or using answer thepublic.
Look, asking AI.
What are questions that thesetype of people ask might help
jog your memory if you'vetotally blanked on what those
questions were.
Second sign that you're tooclose to your business is that
you're taking your expertise forgranted.
You probably forget more in oneday than most of your customers
(02:21):
or clients now or prospects.
Right, you are good at what youdo and we are so close to
ourselves in this, unfortunately, that we really do forget how
much we know and we forget morethan what they recall or know in
a daily basis.
Another sign is that it's hardfor you to talk about your
(02:42):
unique value proposition.
Other sign is that it's hardfor you to talk about your
unique value proposition.
What makes you special, whatmakes you different?
I bet you that a lot of peoplenot as close to your business as
you could really see that right, they could identify what makes
you special.
But it's hard for us to seethat because we're just too
close to our business.
And then, of course, we'realways missing content, ideas
(03:08):
and questions we can answer andways to market ourselves better
and more effectively andefficiently, because we're
missing out on those cues thatother people are seeing or
hearing or listening to.
We don't always questionourselves enough because we're
too close to it.
Oh, people know that.
(03:28):
Oh, I don't want to talk downto people, right?
And you have that question allthe time and it's a big struggle
.
I find this all the time.
I've had three conversations inthe last three weeks of the time
of this recording with peoplethat are just too close to their
business.
They're looking for some helpand some guidance because it's
taking them forever to write apage of copy on their website or
(03:53):
to write a LinkedIn post orwhatever it is that they're
looking to do.
Come up with a podcast episodetopic.
They're really struggling withthis because and the reason
isn't because they're not goodand it's not because they're not
experts in their space, right?
I just had a conversation withsomeone where I reiterated all
the amazing things that she doesand how truly amazing she is in
(04:17):
her space and how unscary sheis in what I would consider a
very scary industry for a lot ofpeople when you think about
their emotions going into it.
And she's like oh, like, yeah,it's amazing how much you really
take out of it, which is prettycool.
So, just an interesting way tothink about it.
(04:38):
Why does this happen?
Why are we too close to ourbusiness?
Why aren't we seeing thesethings?
Well, a couple reasons.
One is expertise blindness.
We know it already so well thatit feels repetitive.
It feels like we've talkedabout it too many times already.
It feels like we've justcovered it to death.
It's hard to remember what it'slike not to know what you know.
(04:59):
That's where we really struggle.
And then I don't know about youbut my calendar sometimes.
Know about you but my calendarsometimes, a lot of times, is a
hot mess and not having thattime to take that step back and
be able to see the big pictureis really really hard on me and
getting into that details.
Working too much in thebusiness, not on the business,
(05:21):
has been a big struggle at timesfor me, because I get so caught
up in answering the questions,answering the email, doing this,
doing that, that I'm not takingtime in between these things
enough to really say, oh,there's a pattern there.
People are noticing things,right, and that's really hard.
Of course, again, too close toyour business, there's an
(05:44):
emotional attachment.
Right, you're better thaneverybody else.
Why?
Just because, like, shouldn'tpeople know that?
Because you're amazing, becauseyou do this differently or that
differently, which is reallynot different.
That's the same as what otherpeople are doing.
But again, we have thatemotional attachment to our
businesses and it's our babies,right.
(06:04):
That idea, that website, thatweb copy that we spent hours
slaving over, it's perfect.
Why?
Because we spent hours slavingover it, right, and so it
doesn't mean it's good,unfortunately.
I wish it was.
But again, it's just the reasonwhy we sometimes are too close
to our business, you know.
Going back to the calendar andthe daily immersion and the
(06:27):
details of doing the work andworking in your business.
That mental load can exhaust usat times and it doesn't give us
enough time for perspective.
You don't always see the forestthrough the trees, right.
So I remember when I wasworking in corporate and I had
(06:49):
done so many things, I hadreally changed the culture for
the different departments thatwanted marketing support and the
way marketing support wasprovided, and the funny part is
that I would forget that on aregular basis because I was so
busy or this didn't get approved, or that didn't get approved,
or maybe this other campaignwasn't performing quite as well
(07:12):
as I had wanted, and that reallywas something that I struggled
with, and it took other peoplereminding me about how far we
had come and how revolutionarythe shift in perspective had
been for everybody else that Iforgot that it existed Pretty
cool way of looking at things,right, and so sometimes you just
(07:35):
need somebody to remind youbecause, again, we're just too
close to it so we're caught upin it.
There's a lot more to it, andgetting that person that's going
to help you step back and takea look at it is just adds a lot
of value.
Now, how does this not beingable to see the forest through
the trees or being caught up inthe details, really being too
close to your business andhaving too much of an emotional
(07:57):
attachment to it how does thisaffect your marketing?
It does a lot, unfortunately.
A couple reasons.
One you think you know it all.
You don't.
You don't really recall exactlywhat your customers are going
through.
Your clients are going through,right, and it changes.
So maybe you did when youstarted, but maybe it's
different now, because that wasseveral years ago or a decade
(08:18):
ago, right, and because you'renot seeing that stuff every day,
maybe you're not refreshingyour perspective.
You don't know it all, and soyou're missing their emotional
state.
You're missing their painpoints that may have evolved
over time.
Right, they should just workwith you because it's the right
(08:39):
thing to do.
Yeah, well, they sort of need alittle more than that, right?
Oh, one of the big things that Isee affecting people's
marketing is that they'rewriting content for their peers,
not their prospects.
I'm an expert, I'm going toshow you all my expertise, right
, but they're overcomplicatingit and they're talking to
themselves, not to theirprospects.
(09:00):
I had a client that did thisall the time and they wouldn't
listen otherwise.
And then one day, one of themanagers at the company that I
was working with had said can wewrite?
All right, we're going to giveit a try, let's go ahead and
write a blog that's approachableto the I'm not going to say
(09:21):
average person.
But I'm going to say you know,business owner with a college
degree, don't you overuse lingo.
I mean, they know what EBITDAis and fancy financing terms and
things like that, but don'toverly fill it with that.
You want it to be approachableso that they understand that you
understand their business Nightand day, night and day.
(09:44):
In the results of that, yeah,because we were no longer
talking to ourselves or ourpeers.
We were now talking to ourprospects, who wanted to be
talked about at a level thatthey understood, not a level
where they felt talked down toor that they felt like we were
above them, which is reallyimportant to think about when
(10:05):
you are looking at your business.
On that note, or building offof that, is assuming that your
audience has knowledge that theydon't have.
I did a post on this threeweeks ago, or I wrote an email
on this three weeks ago, or sixmonths ago, I talked about this
and did seven different socialmedia posts throughout the month
.
Whatever that happens to be,they didn't see it all and they
(10:28):
don't remember it.
I was recently recording anotherepisode with a guest and we
were talking about the fact thatpeople forget a lot of what we
do, and I mean there's probablylike 15 episodes that I've
talked about that because we'renot just, we're just not that
important to them.
So there's people that repeatthings a lot, and it's not that
(10:49):
they're repeating it just torepeat it, but they're repeating
it because you don't remember.
You don't remember that they'rethe one that said it, you don't
remember what it was that theytalked about, and so it's okay
to reiterate it and don't assumethat they have that knowledge
or that because you talked aboutthat one tool that now they're
using it every day becausethey're not Again being too
(11:10):
close to it.
In your marketing, you have atendency to forget some of the
roadblocks or the objectionsthat they're going to have to
working with you or working withsomeone that does what you do,
because it's so obvious, right,and there's a lot of that
obvious that goes around and weforget and struggle, putting
ourselves into other people'sshoes so that we are able to
(11:32):
talk about it in that way, andthat causes us issues to be able
to really connect with ouraudience through email, through
social posts, through phonecalls, through presentations,
whatever it happens to be.
If you're too close to yourbusiness, you're really gonna
struggle here and again.
We're all there.
Again, I'm not saying that youoh yeah, don't care about your
business or step away from yourbusiness.
(11:54):
I just want you to think aboutit from a different perspective.
I want you to start thinkingabout how to look at your
business a little bitdifferently so that you don't
get lost in all of these issuesthat other people are running
into, including myself, right?
(12:14):
I mean, I hired a writing coachlast year.
I'm still working with her on acase-by-case basis, not because
I'm not a good writer, butbecause I was too close to some
of my own stuff and I wasn'table to write as powerfully as I
should have been because it wasfor my business and I was too
close to it.
So how do you do this?
Well, not everybody has thebudget to hire coaches and
(12:38):
consultants and things like that.
I get that, but if you do, feelfree to let me know and I'll be
happy to work with you.
No, but think about finding anaccountability partner for your
business.
Do you have an accountabilitypartner that can help remind you
, that could do an hour callonce a month, that could hold
you accountable for what you sayyou're going to do, but also
(13:02):
provide that other perspectivewhen you're questioning some of
those things that you're workingon?
I think that that's reallyimportant.
Another thing so I'm really badat systems.
I don't know if like processes,things like that.
I can't build a flow chart tosave my life, but I love
processes and systems.
It's just about finding theones that work for you.
So, like my assistant, carol,who's amazing, she does a lot of
my systems for my to-do listand gives me a lot of that base
(13:27):
so that I don't nothing dropsthrough the cracks Not that it
hasn't ever, but we try to avoidit.
So if you're a systems person,if you love those flow charts
and things like that, create oneto capture customer questions.
And if you're not a systemsperson like me and you struggle
sometimes with what thosesystems are, then grab a stack
of Post-its and just startleveraging those and when you
(13:50):
hear a question, write it downand post it on the wall.
Okay, make it as easy foryourself as possible so that you
don't forget it, and then youknow again.
Of course, working with a coachor consultant is always a good
way to take a step back fromyour business.
You could be a marketing pro,you could be a great writer.
Still, getting a marketingcoach or a writing coach doesn't
(14:13):
say failure.
It doesn't say you don't knowwhat you're doing.
It says I need a differentperspective and I need to make
sure that I'm doing this in thebest way.
I know how, and it'll reallygive you an objective
perspective or, if they're notgiving you the answers, which is
usually better, it'll help youget to a better place on how
(14:35):
you're envisioning and seeingeverything that you're doing.
When you're too close to yourbusiness, it's going to really
affect your marketing, yourbusiness, how you're doing it.
You're going to struggle withcontent, you're going to
struggle with relating, you'regoing to struggle with
connecting with your audience,and so I really want to
encourage you to try and take astep back.
Grab an accountability partneror hire a coach and think about
(14:58):
how you can look at thingsdifferently.
Make sure that you'reunderstanding your customers
pain points and the issues andthe struggles that they're
dealing with, so that you cantalk about how you help them
with those problems.
That's really what it's allabout.
So this is just a little bit ofa rant today, because I feel
like so many of us that are justnot giving ourselves enough
(15:22):
grace because we're too close toour business.
I am too close to my business.
I've been too close to mybusiness, I've been too close to
my job when I was in corporate.
It happens to us all andthere's nothing wrong with it.
There's nothing wrong withadmitting it.
It's all about figuring out howcan we work around it so that
we don't have the marketingmistakes and issues that we
(15:45):
could have if we are too faralong.
So work on growing yourbusiness and keep tuning in to
episodes of Imperfect Marketing.
Until next time, have a greatrest of your day.
Hi, I'm Kendra Korman .
If you're a coach, consultant ormarketer, you know marketing is
far from a perfect science andthat's why this show is called
Imperfect Marketing.
Join me and my guests as weexplore how to grow your
business with marketing tips and, of course, lessons learned
along the way.
Hello and welcome back toImperfect Marketing.
(00:27):
I'm your host, kendra Corman,and today we're going to be
asking the question are you tooclose to your business?
I think if you're in business,if you're a solopreneur,
entrepreneur, small businessowner, the answer is probably
yes, because it's definitely yesfor me myself in my business.
What does that mean, too closeto your business?
A lot of times it just meansthat you can't see sometimes the
(00:51):
value that you're providing,the problem that you're solving
and why people are coming to you.
You also don't always pick upon all of the different things
that they're talking about andquestions that they're asking so
that you can create bettercontent and better position
yourself in the market for youto get more business right.
So let's talk a little bitabout the signs that you're too
(01:12):
close to your business.
First off, can you identify thequestions that your customers
are regularly asking you?
Customers, clients, suppliers,whatever it happens to be.
I can tell you that I forget alot of the questions I get asked
at speaking events because I'mon such a high from the
adrenaline that I'm looking forcontent and I'm like, oh my gosh
(01:35):
, what did they ask me?
I forgot right.
And so I think that thathappens a lot for people and it
happens a lot more than we think.
So becoming more observant andit happens a lot more than we
think so becoming more observant, writing those down and getting
ways that we can generate moreinterest or more ideas, for
instance I'll just use this asan example.
You know, going into the peoplealso ask section of Google if
(01:56):
you're searching for somekeywords that you want to come
up for or using answer thepublic.
Look, asking AI.
What are questions that thesetype of people ask might help
jog your memory if you'vetotally blanked on what those
questions were.
Second sign that you're tooclose to your business is that
you're taking your expertise forgranted.
You probably forget more in oneday than most of your customers
(02:21):
or clients now or prospects.
Right, you are good at what youdo and we are so close to
ourselves in this, unfortunately, that we really do forget how
much we know and we forget morethan what they recall or know in
a daily basis.
Another sign is that it's hardfor you to talk about your
(02:42):
unique value proposition.
Other sign is that it's hardfor you to talk about your
unique value proposition.
What makes you special, whatmakes you different?
I bet you that a lot of peoplenot as close to your business as
you could really see that right, they could identify what makes
you special.
But it's hard for us to seethat because we're just too
close to our business.
And then, of course, we'realways missing content, ideas
(03:08):
and questions we can answer andways to market ourselves better
and more effectively andefficiently, because we're
missing out on those cues thatother people are seeing or
hearing or listening to.
We don't always questionourselves enough because we're
too close to it.
Oh, people know that.
(03:28):
Oh, I don't want to talk downto people, right?
And you have that question allthe time and it's a big struggle
.
I find this all the time.
I've had three conversations inthe last three weeks of the time
of this recording with peoplethat are just too close to their
business.
They're looking for some helpand some guidance because it's
taking them forever to write apage of copy on their website or
(03:53):
to write a LinkedIn post orwhatever it is that they're
looking to do.
Come up with a podcast episodetopic.
They're really struggling withthis because and the reason
isn't because they're not goodand it's not because they're not
experts in their space, right?
I just had a conversation withsomeone where I reiterated all
the amazing things that she doesand how truly amazing she is in
(04:17):
her space and how unscary sheis in what I would consider a
very scary industry for a lot ofpeople when you think about
their emotions going into it.
And she's like oh, like, yeah,it's amazing how much you really
take out of it, which is prettycool.
So, just an interesting way tothink about it.
(04:38):
Why does this happen?
Why are we too close to ourbusiness?
Why aren't we seeing thesethings?
Well, a couple reasons.
One is expertise blindness.
We know it already so well thatit feels repetitive.
It feels like we've talkedabout it too many times already.
It feels like we've justcovered it to death.
It's hard to remember what it'slike not to know what you know.
(04:59):
That's where we really struggle.
And then I don't know about youbut my calendar sometimes.
Know about you but my calendarsometimes, a lot of times, is a
hot mess and not having thattime to take that step back and
be able to see the big pictureis really really hard on me and
getting into that details.
Working too much in thebusiness, not on the business,
(05:21):
has been a big struggle at timesfor me, because I get so caught
up in answering the questions,answering the email, doing this,
doing that, that I'm not takingtime in between these things
enough to really say, oh,there's a pattern there.
People are noticing things,right, and that's really hard.
Of course, again, too close toyour business, there's an
(05:44):
emotional attachment.
Right, you're better thaneverybody else.
Why?
Just because, like, shouldn'tpeople know that?
Because you're amazing, becauseyou do this differently or that
differently, which is reallynot different.
That's the same as what otherpeople are doing.
But again, we have thatemotional attachment to our
businesses and it's our babies,right.
(06:04):
That idea, that website, thatweb copy that we spent hours
slaving over, it's perfect.
Why?
Because we spent hours slavingover it, right, and so it
doesn't mean it's good,unfortunately.
I wish it was.
But again, it's just the reasonwhy we sometimes are too close
to our business, you know.
Going back to the calendar andthe daily immersion and the
(06:27):
details of doing the work andworking in your business.
That mental load can exhaust usat times and it doesn't give us
enough time for perspective.
You don't always see the forestthrough the trees, right.
So I remember when I wasworking in corporate and I had
(06:49):
done so many things, I hadreally changed the culture for
the different departments thatwanted marketing support and the
way marketing support wasprovided, and the funny part is
that I would forget that on aregular basis because I was so
busy or this didn't get approved, or that didn't get approved,
or maybe this other campaignwasn't performing quite as well
(07:12):
as I had wanted, and that reallywas something that I struggled
with, and it took other peoplereminding me about how far we
had come and how revolutionarythe shift in perspective had
been for everybody else that Iforgot that it existed Pretty
cool way of looking at things,right, and so sometimes you just
(07:35):
need somebody to remind youbecause, again, we're just too
close to it so we're caught upin it.
There's a lot more to it, andgetting that person that's going
to help you step back and takea look at it is just adds a lot
of value.
Now, how does this not beingable to see the forest through
the trees or being caught up inthe details, really being too
close to your business andhaving too much of an emotional
(07:57):
attachment to it how does thisaffect your marketing?
It does a lot, unfortunately.
A couple reasons.
One you think you know it all.
You don't.
You don't really recall exactlywhat your customers are going
through.
Your clients are going through,right, and it changes.
So maybe you did when youstarted, but maybe it's
different now, because that wasseveral years ago or a decade
(08:18):
ago, right, and because you'renot seeing that stuff every day,
maybe you're not refreshingyour perspective.
You don't know it all, and soyou're missing their emotional
state.
You're missing their painpoints that may have evolved
over time.
Right, they should just workwith you because it's the right
(08:39):
thing to do.
Yeah, well, they sort of need alittle more than that, right?
Oh, one of the big things that Isee affecting people's
marketing is that they'rewriting content for their peers,
not their prospects.
I'm an expert, I'm going toshow you all my expertise, right
, but they're overcomplicatingit and they're talking to
themselves, not to theirprospects.
(09:00):
I had a client that did thisall the time and they wouldn't
listen otherwise.
And then one day, one of themanagers at the company that I
was working with had said can wewrite?
All right, we're going to giveit a try, let's go ahead and
write a blog that's approachableto the I'm not going to say
(09:21):
average person.
But I'm going to say you know,business owner with a college
degree, don't you overuse lingo.
I mean, they know what EBITDAis and fancy financing terms and
things like that, but don'toverly fill it with that.
You want it to be approachableso that they understand that you
understand their business Nightand day, night and day.
(09:44):
In the results of that, yeah,because we were no longer
talking to ourselves or ourpeers.
We were now talking to ourprospects, who wanted to be
talked about at a level thatthey understood, not a level
where they felt talked down toor that they felt like we were
above them, which is reallyimportant to think about when
(10:05):
you are looking at your business.
On that note, or building offof that, is assuming that your
audience has knowledge that theydon't have.
I did a post on this threeweeks ago, or I wrote an email
on this three weeks ago, or sixmonths ago, I talked about this
and did seven different socialmedia posts throughout the month
.
Whatever that happens to be,they didn't see it all and they
(10:28):
don't remember it.
I was recently recording anotherepisode with a guest and we
were talking about the fact thatpeople forget a lot of what we
do, and I mean there's probablylike 15 episodes that I've
talked about that because we'renot just, we're just not that
important to them.
So there's people that repeatthings a lot, and it's not that
(10:49):
they're repeating it just torepeat it, but they're repeating
it because you don't remember.
You don't remember that they'rethe one that said it, you don't
remember what it was that theytalked about, and so it's okay
to reiterate it and don't assumethat they have that knowledge
or that because you talked aboutthat one tool that now they're
using it every day becausethey're not Again being too
(11:10):
close to it.
In your marketing, you have atendency to forget some of the
roadblocks or the objectionsthat they're going to have to
working with you or working withsomeone that does what you do,
because it's so obvious, right,and there's a lot of that
obvious that goes around and weforget and struggle, putting
ourselves into other people'sshoes so that we are able to
(11:32):
talk about it in that way, andthat causes us issues to be able
to really connect with ouraudience through email, through
social posts, through phonecalls, through presentations,
whatever it happens to be.
If you're too close to yourbusiness, you're really gonna
struggle here and again.
We're all there.
Again, I'm not saying that youoh yeah, don't care about your
business or step away from yourbusiness.
(11:54):
I just want you to think aboutit from a different perspective.
I want you to start thinkingabout how to look at your
business a little bitdifferently so that you don't
get lost in all of these issuesthat other people are running
into, including myself, right?
(12:14):
I mean, I hired a writing coachlast year.
I'm still working with her on acase-by-case basis, not because
I'm not a good writer, butbecause I was too close to some
of my own stuff and I wasn'table to write as powerfully as I
should have been because it wasfor my business and I was too
close to it.
So how do you do this?
Well, not everybody has thebudget to hire coaches and
(12:38):
consultants and things like that.
I get that, but if you do, feelfree to let me know and I'll be
happy to work with you.
No, but think about finding anaccountability partner for your
business.
Do you have an accountabilitypartner that can help remind you
, that could do an hour callonce a month, that could hold
you accountable for what you sayyou're going to do, but also
(13:02):
provide that other perspectivewhen you're questioning some of
those things that you're workingon?
I think that that's reallyimportant.
Another thing so I'm really badat systems.
I don't know if like processes,things like that.
I can't build a flow chart tosave my life, but I love
processes and systems.
It's just about finding theones that work for you.
So, like my assistant, carol,who's amazing, she does a lot of
my systems for my to-do listand gives me a lot of that base
(13:27):
so that I don't nothing dropsthrough the cracks Not that it
hasn't ever, but we try to avoidit.
So if you're a systems person,if you love those flow charts
and things like that, create oneto capture customer questions.
And if you're not a systemsperson like me and you struggle
sometimes with what thosesystems are, then grab a stack
of Post-its and just startleveraging those and when you
(13:50):
hear a question, write it downand post it on the wall.
Okay, make it as easy foryourself as possible so that you
don't forget it, and then youknow again.
Of course, working with a coachor consultant is always a good
way to take a step back fromyour business.
You could be a marketing pro,you could be a great writer.
Still, getting a marketingcoach or a writing coach doesn't
(14:13):
say failure.
It doesn't say you don't knowwhat you're doing.
It says I need a differentperspective and I need to make
sure that I'm doing this in thebest way.
I know how, and it'll reallygive you an objective
perspective or, if they're notgiving you the answers, which is
usually better, it'll help youget to a better place on how
(14:35):
you're envisioning and seeingeverything that you're doing.
When you're too close to yourbusiness, it's going to really
affect your marketing, yourbusiness, how you're doing it.
You're going to struggle withcontent, you're going to
struggle with relating, you'regoing to struggle with
connecting with your audience,and so I really want to
encourage you to try and take astep back.
Grab an accountability partneror hire a coach and think about
(14:58):
how you can look at thingsdifferently.
Make sure that you'reunderstanding your customers
pain points and the issues andthe struggles that they're
dealing with, so that you cantalk about how you help them
with those problems.
That's really what it's allabout.
So this is just a little bit ofa rant today, because I feel
like so many of us that are justnot giving ourselves enough
(15:22):
grace because we're too close toour business.
I am too close to my business.
I've been too close to mybusiness, I've been too close to
my job when I was in corporate.
It happens to us all andthere's nothing wrong with it.
There's nothing wrong withadmitting it.
It's all about figuring out howcan we work around it so that
we don't have the marketingmistakes and issues that we
(15:45):
could have if we are too faralong.
So work on growing yourbusiness and keep tuning in to
episodes of Imperfect Marketing.
Until next time, have a greatrest of your day.
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