If you appreciate lessons from history, you'll understand something I just experienced.
I recently attended a meeting at a historic hotel in Spokane, Washington. Built in 1914, the architectural design of this timeless structure created a breathtaking feast for the eyes. Walking through the grand rooms hurled me back to a time of refinement and culture that is captured in the movies. From elaborate ballrooms, beautiful antiques, hand-painted frescos, and even a doorman wearing a top hat and red coattails—the 13-floor Historic Davenport Hotel delivered an elegant experience.
Unfortunately, the hotel closed in 1985, the homeless took up residence, and demolition of the structure seemed imminent. As the years passed, there were several investors who valiantly embarked upon the restoration journey. In 2000, a couple of entrepreneurs bought the entire city block and invested nearly $40M in restoring the hotel to its finer days. Twenty-two years later, the legendary masterpiece reopened to the public with her dignity renewed.
If You Write A Plan & Follow It, You Just Might Succeed.
Talk about a long-term planning process. It took hard work, and perseverance—as well as a lot of cash—to revitalize the grande dam to her former glory.
What if this piece of history had been destroyed? What if those who acquired the property had given up and decided to throw in the proverbial towel? Sadly, generations to come wouldn't have the opportunity to revisit the ornate past and a modernized version of this elegant structure.
The hidden story reminds me of the journey many small-to- medium-sized businesses go through.
Every business has a vision to create something, and then magically delivers it to their customers. It’s that simple. Right?
The Truth About Blueprints. Should Your Follow Them?
Business owners know a lot of work goes into making their company successful. In addition to creating your products, you have to write a blueprint for success that connects your brand with your customers. Once you’ve written your marketing plan, you have to take action and consistently follow the plan.
But you can’t just randomly throw ideas on a page and expect results. If you want your plan to work, you have to map out steps that define your mission strategically. Then you need to research the marketplace you want to penetrate, so you can map out goals and build messaging that speaks the language of your audience. But it doesn’t stop there, as you also need to find opportunities to connect with your audience in a variety of ways.
Similar to the restoration of the Historic Davenport Hotel, investors created and followed a plan to achieve their goals. There were many stops, starts, and pivots along the way. But the hard work paid off, and eventually, they saw the results of their efforts.
Better Than Winging It. A 10-Step Checklist For Success.
Consider your answers to these questions:
Whatever your current reality, let me help you by giving you a free guide to follow. Download my free 10-Point Marketing Plan Checklist. You can use it to plan your work and determine the best ways to market your business.
Build your business in a manner that makes an impact for generations to come. Just like the investors in the Historic Davenport Hotel, if you plan your work, you can work your plan to get results.
I'd love to hear what you're doing for your marketing plan. Leave me a comment below or send me an email.