How to Open & Operate a Financially Successful Web Site Design Business by By Charlotte Evans & Bruce C. Brown

Author:By Charlotte Evans & Bruce C. Brown
Language: eng
Format: epub
Publisher: Atlantic Publishing
Published: 2013-06-03T00:00:00+00:00

According to Abraham Maslow, a psychologist and marketing expert, author of Motivation and Personality and A Theory of Human Motivation, originally published in Psychological Review, these basic motives or needs can be organized into a hierarchy of importance to the average individual. A person seeks to satisfy a lower-order need first and only becomes interested in satisfying a higher-order motivation once they have developed their most basic needs. Let us consider what Maslow had to say about the most basic needs:

1. The need for self-preservation or survival is the principle need that we must all satisfy, and it includes attaining a basic financial livelihood.

2. The need for safety and security, which includes a desire for comfort and ease in life.

3. The need for belonging, which generally includes the desire or need for romance, love, and affection from other people.

4. The need for self-esteem, which generally stimulates a desire for some form of recognition, pride, and financial achievement as a demonstration of self-worth.

5. Finally, the need for self-actualization, which includes creative expression or setting and accomplishing goals that can include attaining financial wealth.

Financial gain or profit may not be a primary goal for most people, but, according to Maslow’s list, it is very much intermixed at every level. Our income is instrumental in achieving each one of the other goals that Maslow identifies. We all need money to survive, to achieve security, to find love and acceptance with others, and to develop self-esteem. People need money to pursue creative expression, regardless of whether the expression is pursued as a professional endeavor or as a hobby.

Keep in mind this range of information. Assume that any marketing you have done was product focused. Product focus is a habit for many amateurs. It is a habit reinforced by repetition, as many people take years to fully understand the fundamentals of marketing. Breaking the habit becomes crucial to success. You can hire someone to help you if you have unlimited funds available, someone to coach your marketing efforts and look over your shoulder to make sure everything is undertaken properly. You can even hire a company or professional to undertake your entire campaign from start to finish, but again, that is only possible when you have unlimited funds.

On a budget, you are on your own within your company. You have to be your own coach, so at every meeting, at every point that you review your marketing campaign, you need to check in on your own efforts. You should review every draft of every piece of marketing material you produce with an eye toward picking out product focus. Every time you spot it, get rid of it. Be ruthless. Breaking habits is rarely any fun.

When you are working alone to perfect your marketing, try to think like a sports coach: develop “muscle memory” for certain tricks. Develop good marketing material by working over and over to perfect the details. Refer back to the steps of making sales. Review the motivating factors that you need to implement, the feelings, needs, and desires you need to target in your clients.

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