I've been working with Mindy Geraets of hush Therapeutic Massage for the last year or so on a marketing strategic plan, and associated writing/PR projects. Last Sunday, October 23, 2011, Mindy scored a nice hit in one of our local dailies - the Pioneer Press. They do a column every Sunday focusing on a small business still in the start-up stage.

Mindy had the opportunity to answer questions about her business, as well as have photos taken of her at work with a client. This wasn't her first exposure to publicity. A few months ago she had the chance to appear on-camera during a local morning news program.

In a conversation the other day, Mindy made several important observations that would benefit any small business owner or professional services consultant.

First - she credits the strategic planning we did with helping her focus on the needs of her select target markets (marathon runner and triathletes, people dealing with chronic pain, and moms in need of recharging their batteries). It's easy as a small business person to get so caught up in the day-to-day work, and the financial pressures of pursuing clients (any clients, right?) to lose focus on the big picture.

Marketing strategic planning makes sense for businesses of all sizes - especially smaller ones. It lets you take a step back and ask important questions about where your business is going. It's also nice to just take some time for yourself (and your team). Instead of the bustle of client projects and exceeding expectations...you have a small window to sit back and reflect. This helps you gather energy for the next big push.

Once the plan is in place - it's fluid. Circumstances drive change, but at least you have a starting point. A "north star" if you will. You can always drop back to the plan and measure your proposed marketing expenditure against your goals and objectives. Will the effort and expense bring the desired results?

Second - Mindy learned about the importance of taking control of the message and the moment. Instead of letting a reporter, photographer...or client...dictate the terms of engagement, she is able to keep the focus on her message.

Publicity can be a two-edged sword. You want to be responsive to the needs of the news organization (that's why they're interviewing you), but at the same time you need a clear message. If they decide at the last minute they need a "dog whisperer" instead of a specialist in canine diseases...you need to determine if going forward will help or hurt you more. There are many, many opportunities to gain publicity for your business. Doing an interview that takes the focus off your primary business probably won't benefit you in the long run.

Again, congratulations to Mindy of hush Therapeutic Massage for the nice press, and lessons that will benefit all small business owners.