| This article is aimed at your small business marketers | | | | of dollars. |
| who don't own your own companies. | | | | Not all your mentors need to come from the same |
| Yet. | | | | industry, or even the same demographics in terms of |
| You probably won't be with the same company | | | | age, gender, years in business, etc. Usually they are |
| forever. Few people are. As a new year begins, let's | | | | older, but not always. For example, finding one smart |
| discuss some ways to improve yourself as a | | | | young lawyer who can mentor you in some |
| professional. | | | | common-sense areas of business ethics is very |
| In the past we've discussed Crucial Customers and | | | | valuable. |
| Achievers. Time and again we refer to these two vital | | | | Remember when you changed your first diaper? Back |
| "People" elements. But there is a third and often | | | | then somebody took the time to help you with one of |
| overlooked group you must build into your people mix if | | | | the most elemental yet useful tasks of all. Maybe it |
| you are to grow as a successful marketer: Mentors. | | | | took just five minutes, but if it saved a baby from |
| Mentors are those people who can help you achieve | | | | crying and you from poking yourself with a pin or |
| the critical difference between the marketer you hope | | | | getting wet then you are very much well off and both |
| to become and the marketer you now are. Building a | | | | you and the mentor benefited. |
| solid network of three or four mentors you can | | | | It is critical to understand that success in marketing |
| use--when needed--is yet one more critical component | | | | depends upon using available resources, not just |
| of marketing success. Choosing your mentor isn't | | | | throwing money at a product launch or a promotional |
| merely looking for those people that are successful | | | | campaign. Effective use of your Mentors will be of |
| you can leach from. It has to be a two-way street. | | | | extreme value to you as you move your marketing |
| You'll often have something to give back to your | | | | forward. |
| mentors, as well. Just make sure you don't siphon | | | | Remember: Brand (who you are) + Package (your |
| away too much of their time. Sometimes even five | | | | Face to the Customer) + People (customers and |
| valuable minutes of insight from an experienced | | | | employees) = Marketing Success. |
| mentor can save--or earn--your company thousands | | | | |