I know nothing about marketing!
By Sara Cujak, Cujak’s Wine Market
I know nothing about marketing v. advertising. I never took a business class. I know nothing about running a business. Okay that is not all true. I’ve been in business since August 2006. Actually I did take a class in writing a business plan. I have learned the difference between marketing and advertising. And I did, for about two years, say I know nothing about running a business, while running Cujak’s Wine Market, llc; however, I do not think that way any more.
I read the book The E-myth Revisited and learned I want to work on my business not in it. I decided in order to do that I need to work on marketing. I’m constantly working on improving my marketing skills. I write e-letters, blog and have a website. I attend Coffee Connections, Business Connections, Downtown Morning Exchanges and Come Together after 5. I belong to various organizations and volunteer for the Downtown Fond du Lac Partnership.
I am now comfortable with marketing and love trying new ways to market my business. Not all of it works, but that’s okay because I learn what does and does not.
Out of all of those, none is more or less important than the other; however, e-letters stand out as being the most important. It was the best advice I got before I opened. I never had thought about doing it; creating a mailing list. But when I heard from a fellow business owner how many people he had on his e-letter list and how important it was to his business, I decided it was a must do. About a month after I had opened a man from Madison stop in and told me the following story.
I own an art gallery in Madison. My business neighbor, also an art gallery owner, just recently closed. I felt bad and offered to buy their mailing list from them. They had no idea what I was talking about. They had no such list. I was surprised to hear this, but then understood why they were closing. I hope you have a mailing list of your customers. It is the best way to keep them coming back.
Turned out he was right. Not long after I opened my mailing list grew so large I started using Constant Contact to send out my e-letters. I should have used them from the start. I’m able to use templates, to make my e-letters attractive. I can also tell who opened the e-letter, who got blocked and why -- along with lots of other useful information. I can add coupons and have e-letters exclusive. I get comments all the time to keep those e-letters coming. People enjoy finding out what is new or getting ideas. They tell me it reminds them they haven’t been in for awhile. I looked at several other companies to send out e-letters. I personally thought Constant Contact was the best value out there. It has a ton of features and is constantly working on improving itself for its customers.
I love running Cujak’s Wine Market, llc. After doing so for almost four years, I can understand why people seem to get addicted to starting up businesses and then selling them off. I personally love to help people who want to start a business. I knew nothing about running a business, but I knew I could do it. I am now comfortable with marketing and love trying new ways to market my business. Not all of it works, but that’s okay because I learn what does and does not.
I wish all fellow entrepreneurs great success.
