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Military Entrepreneurship: Troubleshooting and Marketing Mastery

Recently I was talking to a fellow military spouse entrepreneur and the conversation turned to how difficult it was to build her business in the ever-changing atmosphere of military life. We spent some time going over her actions and uncovering the challenges she faced and what we discovered was fascinating. We discovered that while she had tried lots of new marketing “things” she had been marketing to the same people over and over!

No wonder she was so frustrated with her stalled growth!

Within 20 minutes she went from frustration to excitement. She had a new outlook and was eager to hit the ground running again. She was thinking out of the box about new ways to grow her business and had begun to see the obstacles as stepping stones to growth. What changed?

Quite simply it was her mindset and it became a light bulb moment for both of us. We realize how insane it was to continue marketing to the same people expecting different results.

Don’t spend time beating on a wall trying to turn it into a door

Similar to the glass 1/2 full or 1/2 empty concept, this quote pretty much sums up what  happens when we looked the marketing challenges that often come with military life. So often we try to make our new situation (or marketing idea) fit into our old patterns don’t we? We think if we put a new twist on things or we put our message out there in a new way we will get the results we are looking for. However the reality is that instead of searching for the open door, we often continue beating on the wall  trying to create an opening where there isn’t one.

How many of us do that each and every day?

We revise our message or tweek our content hoping that the people we feel need to hear it will magically open their minds. We continue to try to convince others to join us or buy our product even if they don’t see the need for it. Maybe we market the same way we always have, or expect different results when we continue to do the same things. Perhaps we are just saturating our warm markets rather than reaching out to new ones. And that’s the problem.

The military community while it’s big is also very small-because we tend to stay in our comfort zones and reach out to our “warm” markets. What would happen if we tried new things and looked for openings that expanded our reach. Wouldn’t it prevent us from wasting our time and energy “beating the wall” with nothing to show for our efforts?

Think about it, the only way to grow and break out of your warm market is to find innovative ways in which you can reach the people who don’t know who you are or what your message is. It may be uncomfortable but it’s the key to growth and success.

Walls don’t turn into doors unless you have the tools to create the opening.

What tools do you need to open yourself up to new opportunities?
What would your business look like if you spent your time opening doors to new opportunities and contacts?
Think out of the box and take some risks you may be surprised at what this quarter may bring.

~Judy Davis, the Direction Diva is a motivational speaker, author and lifestyle blogger as well as a military life and teen suicide prevention expert. Co-founder of DASIUM, Judy’s books Right Side Up  and Warning Signs: Is Your Teen at Riskare go to resources for families and her websites are filled with tips, inspiration and resources for those looking for direction. Connect with Judy at


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