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By James Pruitt, Senior Staff Writer

Marketing is its own field within the business world. Specialists in marketing often come out of school with vast coursework and little experience. The generalities acquired by “professional marketers” often fail entrepreneurs seeking their niche in the economy. 

Every company is different. Each entrepreneur likely has their own set of values, as well as their own understanding of the niche of the economy they seek to occupy. Outsiders may provide guidelines and principles, but the core of a marketing strategy must come from the source of the business idea itself. Successful marketing ultimately comes from within.

Remember the sitcom Family Ties from the eighties? Consider the episode “The Spirit of Columbus.” In a classic standoff between money-obsessed Alex P. Keaton and his opposite, the artist Nick, Alex usurps Nick’s greatest artistic triumph and markets the sculpture “in volume” as home decor. In several fabulous colors to boot. 

These days, marketers rely largely on online strategies. Professional marketers know the web, social media, and other such channels. Entrepreneurs know their own hearts and the goals of their companies. Efforts of marketers fall impotent absent coordination with the leadership of their clients. Consider the ongoing lament of online gamers in the face of recent waves of offbeat, sometimes offensive marketing campaigns. “Why do they do this? The game is nothing like that!”

Entrepreneurs do their best to market themselves, often with advice from ad agencies. Marketers should stick to their roles. These days, marketers do have irreplaceable functions on the online and social media fronts. However, unless the marketer and entrepreneur are one and the same, no one can sell that great idea better than its originator. A marketer can filter the idea. A marketer can find the right channels. However, no one can express the idea’s heart and soul better than the entrepreneur themself.

There are strategies that business owners can use to market themselves. First, no matter the niche product or service, business owners should make their outreach efforts personable. Sometimes, a little creativity can liven up not only the brand but even the lives of its patrons. Perhaps the Michelin man can be an example. The iconic 120-year-old character is as old as the company itself. Over the years he has evolved from grease-monkey to symbol of fine dining. The Michelin brothers needed no marketing agency to accomplish that.

Second, entrepreneurs should ensure focus on their fundamental message. Marketing ideas should have organic roots in the core ideas of the company. Whatever the original focus of a business venture, a marketing campaign should beam this inspiration into their target clientele with laser intensity. A “meeting of the minds” does wonders between owners and clientele, at least in the early stages. Third-party marketers have the potential to complicate this process. Business owners should always stay in control of their message, at least until the enterprise diversifies and becomes too complex.

In the end, business owners should never allow third parties to market their idea in far-off directions, at least in the early stages. Marketers have their place and their own expertise, especially in the age of social media and other forms of online exposure. However, while the business owner provides the capital, the business owner provides the leadership. When the visionary separates from the vision, only broken dreams loom on the horizon.

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