A weekly marketing column by Graham McGregor

Graham McGregor: On a simple marketing investment with a big payoff...

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Improve your skill. Photo / Getty Images
Improve your skill. Photo / Getty Images

When it comes to marketing there are literally hundreds of different places that you could spend your hard earned money on to improve your results.

In this column I'd like to recommend a common sense marketing investment that has a big payoff.

The investment I recommend you consider making is in improving your own skills and knowledge.

I like to think about learning and knowledge this way.

Imagine that there are a large number of key skills that you could learn that could make a major difference to your business results.

The goal here is not necessarily to master a key skill.

But simply to get a little bit better at it.

Maybe you want to learn how to get a little bit better at promoting your business so you end up with a higher number of qualified prospects to talk to each month.

Or perhaps you want to learn how to increase the average size sale that you make.

Or maybe you want to increase the amount of referrals and repeat sales you get in your business.

All these things are easy to learn if you invest a little bit of time.

You can get better at many of these key skills by reading helpful books, attending useful courses and talking with people who are already very good in these key areas.

I personally love to read and have found that I've received many of my best marketing ideas from books written by business people who have achieved remarkable results.
Courses are another great way to get valuable ideas in a short period of time.

In a few hours or a few days you can often learn key skills that you can use forever to improve your marketing results.

To pick the right courses for you, start by identifying the key skills you need to learn.
Then do a Google search for courses that teach these skills.

One of the most valuable courses I ever attended was on speed reading.

In four short lessons I was able to triple my reading speed and I've been able to use this faster reading skill for over 20 years now to learn a huge number of useful ideas.

The last thing you might want to consider investing in is talking to people who are already experts in the skills you would like to learn.

You might invite them out for lunch or coffee and ask them for a few ideas that might help you get better in a key area. (One that they are very good at.)

I've done this countless times over the years and I've been amazed at how many successful business people are more than happy to share some useful ideas if you simply ask them.

You can also hire successful people to teach or mentor you for a period of time and that can work equally well.

I recall hiring a marketing mentor a few years ago.

Within three months I had learned some valuable ideas that I was able to use to increase my sales by a staggering 91 per cent. (It was one of the best marketing investments that I have ever made.)

My key point in this column is to look for ideas and people that will help you to improve your skills in areas that can make a significant difference to your business results.

Remember that a small investment in learning some new skills can often make a massive difference to your business results.

'Each day learn something new, and just as important, relearn something old.'
Robert Brault

Action Exercise:
What skills and knowledge would it be helpful for you to learn now to make the rest of 2016 a super successful year for you?

Whose help would it be useful for you to have to make the rest of 2016 far more profitable for your business?

- NZ Herald

Graham McGregor is a consultant specialising in memorable marketing. You can download his 396 page 'Unfair Business Advantage' Ebook at no charge from www.theunfairbusinessadvantage.com.

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A weekly marketing column by Graham McGregor

Graham has had 36 years 'hands on' experience in sales and marketing. He has sold a range of services including advertising, sales training, personal development, life insurance, IT services, investment property and business consulting services.

Read more by Graham McGregor

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