1. Watch for innovative new ideas that get you excited but have NO consideration for your current resources or real value
2. Notice if a new opportunity to invest in your marketing could be considered a “Bucket” where your message and “promise” would be required to then fill the bucket. (Careful here: Buckets are containers and delivery systems, messages and promises are part of you and your value)
3. Ask this question: What will I do with this once I have it? If you don’t know yet, then get that straight before you buy.
4. The Meaningful Test: Does this new marketing “thing” seem meaningful (having meaning) or just “Machinery” (designed to deliver a product or service)
5. Shiny things come dressed as “solutions” that promise a big shift in your sales or even worse “results” as a general term. The safest way to protect yourself is to recognize them as “tools” and as with any tool, you need a definite purpose for the tool and a desired result that is meaningful to you before investing in the tool. Have you ever been excited by a new tool or set of tools… all shiny and new… but, then they sit there – unused and gathering dust. Why does this happen? It’s usually because you had no meaning behind your project and the distractions of life and business pulled you away from this exciting and shiny new little system. (story: I saw (and then bought) a table saw and wood and dreamed of an addition. They both sat their for 5 years until I had a new baby. Then, we needed a baby’s room and started using the wood and tools with a vengeance… but, what happened then? We realized that the tools were not the right ones for the job and the wood was to old and not stored or maintained correctly. At this stage, I reinvested in new tools and wood and the meaning carried me through to use the tools and wood effectively and consistently to reach the goal of the new addition.)

Small businesses MUST focus on the meaning of their message and how this converts to growth for their clients and themselves. Once you have this straight, you’ll be much better equipped to choose a tool or technology to deliver your great products, services and gifts – and you’ll have the meaning and therefore “reason power” to follow through. Why spend the money twice or worse… over and over again – without putting your attention on the real ingredient that drives using tools effectively. Prepare the fill your buckets purposely by first focusing on the meaning of your message. Don’t worry, the Shiny Things (websites, logos, ads, designs, mobile apps or something even shinier and newer) will be there.

Spread the word and if you need some help treating a bad case of shiny thing disease, give us a call at http://www.innerspire.com and we’ll help you get meaning first and then choose the tools after – avoiding shiny thing problems for good!

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