50 mistakes that business owners make. Know them and try not to repeat them. It’ll help you to make good money and to develop your business.
Hello chef Marcus Giuliano here and I'm
your chef on a mission today's mission
is business business business for more
business tips and go to 50mistakes.com
50 mistakes that business owners make
50 mistakes calm I love helping other
entrepreneurs other business owners I
learned a lot through my mastermind
group and through friends and through
the restaurant understand just love
sharing all of my ideas I found a great
article here that really explains it
sums up marketing I've never looked at
marketing this way and I just wanted I
just have to share this article it's
really really good so it's from inc.com i NC com
what is it difference between marketing
advertising and branding a simple
analogy to help to help explain this is
by Peter Garcia entrepreneur consultant
and artha author Jamie did you hear the
title was interesting marketing
advertising and branding we seem to
think those are all the same but peter
has something very different to say in
my work with entrepreneurs and business
students I often hear mistake strategy
and miss marketing strategies explained
as having social media having an online
brand or advertising a lot these
explanations make me cringe because
while they might be part of a plan
they're grossly oversimplified the
deeper and more complex concepts behind
a truly effective marketing strategy in
order to explain and help others other
stand marketing namely therebetween
marketing advertising and branding I ask
them to apply each of these concepts to
themselves personally when you do this
is what it looks like so number one marketing
marketing us how you see yourself
marketing is the image that you are
trying to present to others it starts
with how you dress the colors and
patterns you choose how you groom we all
have a strategy for this as everyone
including your unkempt second cousin who
rarely showers and wears the same star
wars short shirt he's worn since college
he even not having a strategy for your
personal appearance is a strategy in
itself you choose your image to portray
yourself as a business professional a
punk rocker a tech nerd etc by doing so
you're expressing to others through your
appearance your character level
attributes and in the end the value you
offer to others what do you think might
that Jamie Wright you're marketing
yourself you have to market yourself we
explain we can I throw all we explain it
to all of our employees and we send plan
to every our kids that you know no
matter if you're working for somebody
you still have to market yourself to
keep your job to get the job right to
get the job to go to an interview and
just for whatever you're doing in life
you need to be able to market yourself
and first impressions make a huge huge
difference I mean we know customers that
when they go into a bakery to a
restaurant wherever and if they see
somebody they don't like they say you
know I feel uncommon doing business here
because based upon the person's
appearance so you know this is all so
true plus you know you just don't take
people seriously with that Star Wars
shirt on that don't shower
that's the don't play video games all
day you just don't you don't take that
person seriously like what's that person
what's that person ever gonna amount to
it's kind of what a lot of people think
number two advertising advertising is
how you act in public if marketing is how you see yourself
advertising describes your actions how
one how you carry yourself where you
hang out and what you say are just as
important as how you look all of this
should be considered with your marketing
strategy or sure that you have
consistency between your images and your
actions and it goes on to explain if you have
a New England Patriots Jersey and yet
you're rooting for the Jersey on and
you're rooting for the Philadelphia
Eagles you know there's a conflict there
and in our industry Jamie this is super
important because we preach healthier
food we preach real food we preach a
certain lifestyle which is which is
which is what we are to roam the time
we're a lifestyle I mean this is how you
eat better so you live better so you
feel better to say take care of the
planet better and so you would never see meat McDonald's
you'd never see me doing things that
discredit what we sell you as our guest
so this is a super important something I
know you agree with this right Jamie I
mean this is just this is crucial you
you have to walk the walk and you can
see a lot of business owners we know a
lot of business owners Jamie whether the
restaurant owners or other owners that
that you know that don't believe in
their product or boot they're trying to
try to sell it they're trying to trying
to be they're trying to be a greasy
salesperson right they're trying to be a
salesperson trying to overcome to that
sales for what they believe in their
product and when you believe in your
product and you live your product or your service
selling comes naturally that that's just
what it is I mean you just you're just
that person who wants to share your
passion you know we go on Facebook we do
our Facebook lives because we love to
share what we do a lot of bar stuff on
on our stuff on our Facebook lies
because we love to share all the cool
little facts about Scotch whisky about
bourbon about this beer about this wine
I mean we have a whole line of something
I want to share to my followers on
Facebook and to all of our followers
because it's really cool awesome stuff
so yeah so if you're preaching I mean if
you're sitting there selling smoothies
and then your guests see you in
McDonald's that that's sort of a big a
big big big conflict so yeah and the
last one is branding branding is how others see you
while marketing is how you want others to see you
branding is how they actually do see you
your marketing track of strategy should
assess and consider your personal brand
if you have a strong brand you can spend
more time building on it
if you have if you have or if you have
reputation problems however you need to
focus on rebuilding or changing
perceptions as an example if your
professional network believes you are a
fraud or slacker then it will require
more than just dressing professionally
and mastering your LinkedIn profile to
change this perception we see this lot
in the restaurant industry Jamie we see
you know we see people that retire from
other industries that really don't know
what they're doing that just have some money that say ok
now we're going to open a restaurant or
even in any business I mean none of this
stuff is congruent congruent it's just
it's a matter of it's a matter of again
having a passion believe in your product
and I tell you for us personally we've been here 15 years
there's years that we still struggle
there's times that we still struggle
because cash flow you know you're
rolling in the cash flow and the season
offseason all of a sudden like oh my
gosh I didn't put enough money away to
carry us for the winter but when we
first opened Jamie our first second or
third year I mean any normal business
owner would have followed bankruptcy
they were just but we because we believe
in all this and this is what we live
this is what we live like like if I were
to go get another job or and I couldn't
work for somebody else
I just couldn't flat out go to another
restaurant and that's why we opened a
restaurant because I was having problems
working for other people I was having
problems taking orders I was having
problems cooking the food that I
personally didn't eat that I didn't want
to eat I had a problem with all that so
for me it was just a very it was a very
natural flow for us to do what we
believed in and our passion and you
really need that passion part people say
oh yeah passion passion oh yeah you need
that passion part to get you to the
toughest times of your business you need
that passion when when you should be
fine when other normal people other
people be filing bankruptcy and thrown
their hands up you need that passion
like I'm gonna do what it takes to make
my business succeed right now I'm gonna
keep trying and trying and trying I know
a lot of business business owners that
are such number people that if they
would have seen in mind first not our
numbers in our first couple years Jamie
they would they would have been never
like what are you doing
why are you doing this you're crazy and
if some of those people saw our No
now they'd be like why are you doing
this well you're crazy how hard you work
for the rewards they but you know what
for the roar it's a passion sure we make
money and sure I love helping other
people and and and we've made great
networks and make great friends and we
have we have we have a nice life and we
could be making a lot more I could go
work anywhere and make twice three times
what I'm making now I mean that's that I
mean I'm I was making great money before
we opened our business and so I mean the
biggest thing you know and owning your
own businesses is you're put to a test
constantly of like yesterday we were put
to a test one of the one of our
employees is late another employee
couldn't work my other main cook is off
for three weeks on vacation so up the
POS system stopped working our
point-of-sale system stopped working at
4:15 we open at 5:00 o'clock I'm like
trying to get another dishwasher because
if one's not showing up at Heathrow he
end up showing up fifteen minutes late
because he was working another job for
the couple to these couple of weeks but
she told me so he was late the other
person obviously couldn't come in and
was just like oh my gosh this is like
the time you just like ah but this is
these are the times that make you a
stronger person a stronger business
owner and really it's how you react to
these things it's it's how you reacted
and we're guilty we're guilty of not
handling stress that well sometimes and
then other times we're like we have to
pull each other together so I'll pull my
wife aside and Uppal Jamie aside listen
you shouldn't say that you shouldn't do
that and she'll pull me aside and say
you're overreacting which is great that
we have each other in that kind of a
situation but again you know I guess the
premise for this whole thing in terms of
the solely wasn't was your marketing you
know the different things you do I
always like people walking in the
restaurant they so Marcus you're dressed
up either I have a chef's coat on or
sport coat that's it'll give my my
philosophy a chef's coat or a sports
coat except for in the summertime when
it's really really hot outside and the
sports coats too much and I'm honestly
have a short sleeve chef going on we
were like oh Marcus you're dressed up
I'm like yeah they're like what's the
special occasion and if you know me you
know I always have a sports going on so
I'm like there is no special occasion
I'll joke with people like I want to be
the best-dressed restaurant owner in
Ellenville the town oval War Singh I
want to be the and they look at me they
go you don't need to put a a sports coat
on to do that you know you are
you already are and so you know we kind
of joked back and forth about that but I
want to look good I like putting a
sports coat on I like feeling good I
like I like when people say to me oh
you're dressed up no I'm not dressed up
I'm dressed this is how I dress is how I
present myself this is the image I'm
portraying you know then people ask me
where do you go shopping where do you
where do you buy food where do you what
restaurants do you like people ask me
all the time what restaurants do you
like and if I were to say a restaurant
that didn't match with our theme here
and it's so hard to find restaurants
that match with our theme so you have to
we have to really pick and choose what
restaurants we really trust the food
from what chefs we trust so you know you
when you go on an explanation people can
relate to how I find restaurants so
that's the cool part so really people
live your brand live your mission and
this this is a really great great
article on branding a drip marketing
advertising and branding.
