Internally, amount of information you gather about your own business will depend on your company size. Information can include business strategies and plans; company marketing plans; pricing; and income statements. Employee knowledge is also a valuable resource. As you gather information, if you at first turn to internal sources then expand your understanding through external resources you will do fine.

External information about business environment often takes form of existing research, articles, competitive information, and industry news. While these are often available in both print and digital formats, focus here is finding information online.

Gathering Information Online - Getting Started

The numerous news sources and billion or so Web pages available on Internet make finding information much easier than in pre-Internet days. Before Internet, gathering information meant trips to library, purchasing expensive publications and reports, and commissioning your own primary research. Now, it is a matter of knowing where to search.

You can start searching Internet by looking in each of general areas below. Organize useful material as you find it. Purchase, bookmark, or file each resource so you can draw upon it during marketing plan development.

WHY ENTREPRENEURS FAIL

As a coach, I talk to entrepreneurs all time. They're sharp, they have great products and services, and they all make same mistake - a mistake with two faces.

It's marketing. They either (1) don't understand they aren't a lawyer/coach herapist/small business owner, they're an entrepreneur; or (2) they think they're a marketing person as well as a lawyer/coach herapist/ small business owner and are trying to do something they don't have experience, expertise or time for.

THE PRICE FOR THIS FALLACY IS HIGH

I would estimate that at least 75% of coaches fail because they don't know how to market their practices. I don't know national figures, but lawyers and other professionals are dropping like flies in my town, as are maid services, restaurants, errand services, small book stores, and like.

As an entrepreneur, you're up against big marketing campaigns from big, long-established companies who offer similar services.

PIE IN THE SKY

It's a common misconception that you get your degree or training, you hang up your shingle, and clients come, but "build it and they will come" is a sad, pie-in-the-sky fantasy.

As a minister said, who hired me to market his church, "They didn't cover this stuff in Divinity School."

Why don't they come? Because there are thousands of other people out there doing what you do, and offering what you offer, and nobody knows about you!

Nobody knows how and why you're different. You aren't branded.

Marketing is hard work that requires a professional. You know this about your own field - it takes an innate talent, an instinct to do something well. Good marketing consultants have right-on instincts from years of trial and error, observation and analysis. You haven't!

"THE LAWYER WHO HAS HIMSELF FOR A CLIENT ... ... has a fool for a client."

Marketing appears to be subjective, but subjective marketing is deadly. It takes a practiced, external, objective eye.

You're not objective about your spouse or your kids, and you're not objective about your other baby - your business or practice.

JUST WHAT IS MARKETING?

Marketing is a broad concept that encompasses advertising, public relations, and a lot of other things. Well, let's take a look at someone who markets small and home-based entrepreneurs, Sharron Senter. She's known for her free weekly marketing tips and has published several marketing reports, including "20 Excuses to Send a News Brief."

Sharron (www.sharronsenter.com) has an impressive corporate background in marketing, and will do following things for you: