It’s Not Just Business. It’s Personal.
I’ve always been in love with Marketing and Advertising. It’s something I’m really passionate about and simply just gravitate towards. But when I decided to move to Arizona with my family, I didn’t really want to explore anything else related to marketing or advertising. I think I was burned out by corporate jobs, so instead, I got into video editing for a fresh and new adventure.
When you work as a self-employed video editor in a small town like Prescott, Arizona, population 45,000; you kind of have to wear many hats to make a decent living. Consequently, I was editing, producing, eventually shooting some web videos, and sometimes helping my clients; mostly local small business owners, come up with cool ideas to advertise their businesses. I had the “technical” knowledge and the “corporate” experience to offer to anyone in need of these skills. So a light bulb went off: “see a need, fill a need”, and CRAF2M Advertising was born in August 2011. I also became a U.S. Citizen earlier in November 2010. What a special time in my life that was!
Marketing and Advertising had made its way back into my life, but this time even stronger. I really wanted CRAF2M to grow into a real full-service advertising agency. Three years after I founded CRAF2M Advertising, I had landed only a handful number of jobs. No large campaigns, no full-page ads in the newspaper, TV or radio, no media plans, only small graphic design gigs and one website design.
The video production side of the business was still doing great! Thank goodness for video production, that was my bread and butter this whole time. But with all I had to offer, why wasn’t I getting more work in marketing and advertising? Most job proposals got turned down. “We’ve got no budget for something like that!” or “What works for us are referrals and word-of-mouth”. But their businesses were still bleeding; why weren’t they open to my grand marketing plans?
I realized I wasn’t really listening to them. And I’m all about listening! I was off of the real “need” by about a mile. What my clients needed was NOT for me to plan some oversized, overpriced marketing campaign to grow their businesses overnight, or offer some expensive graphic design and web development to improve their branding. The real need my clients had was for me to coach them to think as marketers and become better marketers. To empower them to see the opportunities to affordably market their products and services, to create real value for their customers and strengthen their brands without having to spend all their budgets on traditional marketing and advertising campaigns that would only yield a low return on their investment.
Ultimately, when small business owners become better marketers, they are better prepared to partner up with marketing and advertising agencies, and together work more wisely to take their businesses to even greater levels of success. So I switched my focus from providing advertising services to “businesses” to coaching marketing to “business owners”, to awaken and inspire a marketing attitude and intuition that every entrepreneur should have inside of them.
It’s not just Business. It’s Personal, too!
Thank you for taking the time to read my story, and I hope to meet you in person someday soon.