But when we start anything - we need simple advice. Do this. Then do this. Then do this.
I sent him the following:
To illustrate, in the late 80's I started my own martial arts academy with no students. Actually 1 - my brother.
To get my initial students I hand delivered a pamphlet I created (photocopied on my Dad's photocopier). I delivered about 200 a day for a few weeks. The numbers struggled for a while but I had no advertising budget.
Finally I had 18 students. This is where your ideas come in.
As time went on I used all types of marketing - local paper ads, press releases, referral campaigns, direct mail drops, bookmarks, school demos ... you name it - I tried it.
Note this was pre internet.
The school had 400 students for 15 years and 17 staff.
Four years ago I sold it to two students and it has continued to flourish.
I find when I am asked for advice, it is when an owner is looking to increase his database and has next to no available cash flow. Hence marketing has to be ingenuous, forward thinking and creative.
So why do I share this?
Because when we are at the outset of any challenge, we need simple advice. Not concepts. Not philosophy.
We need steps.
Then do this.
Then do this.
That's all. We need to gain momentum. As you pick up speed you find the need for further investigation.
As you grow, you learn. If you wait til you have learnt enough, you will never grow.