I had an “aha” moment while participating in a SmallBizChat on Twitter. We were discussing small biz finances and how best to manage them. It dawned on me that social climbing doesn’t just happen in our personal lives. It happens with our business expenses as well. You know, the expenses we take on because we think they make us look cool (but secretly do nothing to grow our biz).
“Social climber” expenses can be especially rampant in the process of marketing a business. This isn’t to say that you should never spend money to market your business. It also doesn’t mean that because the price tag is large it’s inherently a “social climber” expense. But you do want to make sure you know what that expense will do for you. Then you need to track whether it lives up to expectations.
A very expensive business card or a multi-level website that is so complex even the owner can’t navigate it are examples of potential social climber expenses. Whenever you embark on a marketing project, tactic, or strategy, ask yourself, “Do I know what this is supposed to do?” If the only reason you’re doing it is to look cool you’re wasting your time and money. No one is looking that closely. Yes, present yourself well. But let the power of your message drive what attracts people to you (in lieu of the crazy expensive marketing piece that becomes recycled material once in the hands of your prospect).