Photo (CC) by Dennis van Zuljlekom, on Flickr

When you head out in the morning, are you sitting in the seat or driving the bus?  Is your business your work or your career?

Do you work in your business or on your business?

These three questions point out two ways that business owners can look at what they are doing. So often the owner finds himself or herself caught up in the daily tasks of the business. With little or no help, the duties of stocking, running the till and even sweeping the floor fill up the to-do list. The tasks of building the business, marketing, networking, planning and analysis are what gets done when time permits.

Breaking from the habit of riding the bus to driving the bus is crucial. You need to think and act like a business owner. Think back on how you spent your last day at your business. How much of your time was used to build the business?

I have heard business owners, when asked where they worked, respond with the business name only. Others, though, go on to clearly identify that they own and operate XYZ. This later group understand that business ownership is an attitude and an identity.

Some of you may respond to my comments by stating that your business is a lifestyle enterprise. That’s fine, but if it is to continue in this fast-paced world, working on your business and planning for tomorrow is as important to you as the owner who wants to be the next Google.

Or you may think that my comments really are a small issue. But small issues, when repeated over and over, become habits. Those habits are often predictors and drivers of a final outcome.

So when asked what you do, tell people that you are the CEO of (name your company). It may feel funny at first, but in time, it comes naturally and can help you spend more time at building the business.

Your business of tomorrow beings with your focus today.

Let people know you exist!

When asked about marketing, many small-business owners think of a one-word definition: selling.

Selling is one part of marketing, and it is a crucial part because it brings in revenues to keep the doors open. But it is only one part. Paraphrasing from Jay Levinson’s classic book, “The Guerilla Marketer,” marketing is defined as “everything you do.”

Simply put, marketing is any contact you have with someone who is not involved in the business. Marketing is first the art of getting people to know you are in business. Second, it is the art of getting them into your business. Third, it is the art of getting people to buy.

Marketing is an opportunity for you to expand your business profits. It is a chance for you to build a relationship with your customer, your community and your industry.

A good marketing program involves a number of activities. Although marketing need not be expensive, it does require some financial resources and time commitment.

One of the most underutilized marketing tools is public relations. This means getting news about your business in front of your potential buyers. Some of this can be done through various media outlets. It also occurs when you work on community projects and involve yourself in community affairs and civic organizations.

For years, starting a website has been considered marketing. And while it is one part of an overall strategy, if your website is not focused or maintained, you may see little return.

Websites have a role in marketing today more than ever before. Yet by itself, a website is not enough.

A marketing strategy also needs to include printed materials. Brochures are important but will do little alone. Price sheets, product specifications and user guides also are printed items that support an owner’s marketing plan.

If you, for whatever reason, are only going to print one item, that item should be a business card. Business cards are a key marketing element. They are useful in various times and places, from simply including one in someone’s purchase to networking.

Marketing is also signs, color, logos, customer service, a smile when someone enters, and clean floors. It’s the packaging, displays, pricing, message, and response to consumer need. It’s everything you do.

Marketing does not need to be clever, but it does need to be eye-appealing. Nor does it need to use humor or have a catchy slogan. How many times do you remember a slogan but not the company?

Don’t get discouraged with your marketing efforts. Not all parts of your marketing will be successful. This means you need to be able to track which marketing tools worked and which did not. That may sound difficult, but it can be as simple as asking your customer why they stopped at your store.

Marketing is an investment, not a cost. It may be the best investment you can make.

Photo (CC) by UNE Photos, on Flickr

Stories!! They amaze. They bring out our emotions. They stop and make us think. They help us connect.

All of these, plus others you might add, are why stories are so important when you are marketing your business. Having your customers connected to your business is what branding and marketing is all about. Stories turn customers into your ambassadors.

If you follow small business in the popular press and trade journals, you probably have noticed that the idea of storytelling is generating a great deal of interest. Hubspot, in 2014, suggested it will be the big trend over the next five years.

Why might that happen? Because we are naturally drawn to and intrigued by the story. Good conversation is good storytelling. It has characters you can relate to and often we can identify with those characters and the challenges they face. Plus everyone wants to pull back the curtain and see what goes on behind the scenes. It’s that Wizard of Oz moment.

Storytelling is not new. We have depended on stories every time we network with people. It is the stories in those conversations that we remember. The same holds true now as we build relationships online.

Today’s push for content marketing makes pulling back the curtain a great approach. Let people hear and see how you got started. Give a face to the people who make your business what it is. Talk about your events.

And remember that everything does not need to be work-related. In fact, research finds that consumers want to hear about life outside of the business.

Another great story idea is to highlight a customer. In a recent issue of my monthly newsletter, I highlighted a story of a business owner I have met in my work.

Stories, such as Larry’s, build connections. They help build a strong tie between your company and the customer.

As a small-business owners, you all have great stories to tell. Your story is interesting and compelling. The passion you show brings the story to life.

Here are two articles that might help you expand and enhance your storytelling.

• What is Brand Storytelling? – From Small Business Trends
• 6 Storytelling Tips to Tell Your Business Story like a Ted Pro – From Wordstream Blog

If you are in business, you already are using stories without even realizing it. Keep going. Build on your efforts. Tell your story in all of your marketing.

I look forward to hearing your story.