January 18 is Winnie the Pooh Day!
The beloved cuddly bear 'all stuffed with fluff' is credited with some very astute observations on life, friendship, confidence and more. OK, it's actually Pooh's creator, A. A. Milne, who authored the Pearls of Wisdom, but Pooh gets credit for uttering them.
The gem that applies to marketing goes as follows: "You can't stay in your corner of the Forest waiting for others to come to you. You have to go to them sometimes."
It's the polar opposite of "If you build it, they will come." Running your business should not be based on the fantasy of Field of Dreams, as alluring as the premise might be. It's imperative you 'go to them' - you must reach out to connect with your customers. How many trees are in your Forest (how many competitors do you have)? Do you stretch your limbs, striving for the sunshine so essential to your growth and vigor, to prevent being crowded out by other trees? Or do you sit in wait, hoping that some sunlight and nourishing rain will filter through?
You can go to them literally by attending networking events and making cold calls. You can also reach out with your marketing and advertising. Invite people to get to know you and your company. Tell them why your tree is the most desirable in the Forest. Then they will come to you.
