As Melbourne Cup fever grips the nation and workplace productivity takes its annual nosedive into a champagne glass, I've been thinking about how we small business owners could actually learn something from those four-legged athletes (besides how to look good in fancy headwear).
Now, before you close this tab thinking "Steve's lost the plot," hear me out.
While I'm not exactly a racing enthusiast, there's something fascinating about how these magnificent animals are trained to focus on what matters.
And let's be honest – couldn't we all use a bit more focus in our marketing efforts?
When Every Shiny Object Looks Like a Winner
You know that moment when a horse gets spooked by something in its peripheral vision? That's exactly what happens to us when the latest marketing "miracle solution" pops up in our Facebook feed. "Make $50K in your sleep!" "Triple your followers overnight!" "The algorithm hack that changes EVERYTHING!"
Sound familiar?
We're all guilty of getting distracted by these promises of marketing glory. It's like we're running our race but constantly looking over our shoulder to see what everyone else is doing.
Why You Might Need Marketing Blinkers
Here's where those racing blinkers come in handy (and no, I'm not suggesting you actually wear them during your next Zoom meeting – though that would be an interesting conversation starter - don't tempt me).
Just as blinkers help horses focus on the track ahead, we need our own version to keep us focused on what actually moves the needle in our business:
- Eyes on Your Own Race
- Your competitor's flashy new website isn't your concern
- That guru's "revolutionary" system can wait
- Focus on your customers, your message, your goals
- Steady Pace Wins the Race
- Consistent, focused marketing efforts beat sporadic bursts of activity
- It's a marathon, not a sprint (sorry, mixing my sporting metaphors there)
- Small, daily actions add up to big results
- Know Your Track
- Understand your market deeply
- Stay in your lane (where you excel)
- Don't get distracted by every new platform or trend
Your Training Program: The Basics That Actually Work
Just like every champion racehorse needs a solid training regime, here's what should be in your marketing stable:
- Your Home Track (Your Blog)
- Regular posts that actually help your audience
- Focus on what you know (you're the expert in your field)
- Consistent schedule (even if it's just monthly)
- Social Media Workouts
- Pick ONE platform where your customers hang out
- Show up regularly
- Share insights, not just sales pitches
- Email Training Circuit
- Build your list (ethically)
- Regular newsletters that add value
- Mix tips with offers (but heavy on the tips)
- SEO Conditioning
- Keywords that make sense
- Mobile-friendly website
- Regular content updates
But Wait – Don't Wear Those Blinkers 24/7
Here's where I deviate from the horse racing analogy (because let's face it, you're smarter than the average thoroughbred).
You need to know when to take those blinkers off:
- Schedule regular "big picture" reviews
- Keep an eye on genuine industry innovations
- Listen to your customers' changing needs
Ready for the Big Race? You Might Need a Trainer
Here's something they don't tell you about the Melbourne Cup – behind every winning horse is a team of experts who know exactly what they're doing. And while I promise never to make you wear a saddle, sometimes you need someone in your corner who can:
- Help you see the whole track clearly
- Guide you through the obstacles
- Keep you focused on what matters
That's why we offer Strategic Planning Days. No post-it note explosions or cookie-cutter solutions – just focused, practical planning that turns your expertise into action.
Think of it as your pre-race strategy session, but with better coffee and no hay!
Your Strategic Planning Day: More Than Just Training
Unlike those quickfire marketing workshops that leave you with a head full of ideas and no clear direction, our planning days are about:
- Drawing out the knowledge already in your business
- Creating clear, actionable strategies
- Setting realistic milestones
- Building confidence in your direction
And yes, we'll help you figure out if you're dealing with a simple puzzle, a complex problem, or what we call a "mess" (think of it as a steeplechase rather than a sprint).
The Final Stretch
While everyone else is busy with their office sweepstakes today, why not use this time to focus on what really matters in your business? Put on your metaphorical blinkers and concentrate on the marketing fundamentals that will actually move your business forward.
Remember, you're not in this race for a quick win – you're building a sustainable business that goes the distance.
Ready to Start Training?
If you're tired of running in circles with your marketing and ready to get some expert guidance, let's talk about a Strategic Planning Day. No dust-gathering reports or empty promises – just clear direction and actionable strategies.
Book a chat about your Strategic Planning Day by getting in touch. Bring your challenges, your questions, and your expertise – we'll bring the framework to turn it all into a winning strategy.