If you’re a business owner, chances are you look at your company’s financial statements regularly to see how you’re doing. I do. One thing that doesn’t show up on your balance sheet as an asset but definitely helps your bottom line is a great network of support.

Most business owners I know are not experts at all aspects of business. They are great at what they do, whether it’s fixing cars, building homes, or styling hair. Functions like marketing and accounting often get neglected. But you can’t afford to neglect either one.

Now more than ever you need to keep your name in front of your customers and potential customers. If you’re marketing strategy consists of buying the latest advertising package pitched by your local TV or radio station sales rep, STOP!

This is the perfect time of year to set your marketing strategy for 2009. Meet with a marketing consultant to discuss your goals. If you work with an experienced marketing professional or advertising agency, it should only take a couple hours of your time to develop a comprehensive plan that will guide every advertising purchase you make in the coming year. The marketing consultant you hire should be asking you the right questions:

• What are your goals for 2009?
• If “increasing monthly revenue” is your goal, by how much?
• Who are your major competitors? How are they perceived? What marketing strategies do they employ?
• What are the characteristics (demographics) of your best customers?

Armed with the answers to these and a few more questions, your marketing consultant will be able to craft an intelligent plan for 2009 that will fit into your budget and will reach the right people with your message.

This is also a great time to find a good accounting service if you dread tax preparation as much as I do!

Do you love what you do? Do you have a passion for your work, your hobbies, your community involvement?

I had to laugh as I walked through the grocery store last night and heard a snippet of an old Rod Stewart song, “Even the president needs…passion.” I have to confess that I fall into the thinking that it’s not presidential, professional or proper to be passionate.

I love what I do — helping businesses achieve success. But I may be a bit pessimistic after listening to the negative economic news that just keeps pouring across the wire, the radio, the TV, and the internet.

What about you? Do you need some inspiration to stay fired up despite the present economic conditions? Stir up the passion by asking yourself:

• Why did I start my business?
• Why did I join this organization?
• How can I make a difference today?
• How can I help my team to strive for excellence?
• How can I encourage a team member or fellow business owner?

Remember to continue networking during these tenuous times. And, make your networking time count. When you go to a networking event and see someone you know, ask that person to introduce you to someone you don’t know. This is a great time to be forging new relationships and building top-of-mind awareness. You’re likely to meet business people whose businesses are prospering despite everything you hear on the news.

To my fellow business owners I have to say, take courage! Stir up that entrepreneurial zeal and passion inside you! We know that this life isn’t for the faint of heart.

This morning I read an excellent blog Marketing is Everyone’s Job. It encourages business owners to review and communicate the reasons behind their company’s name and even their logo colors. It’s no coincidence that Attention Marketing’s colors include orange and yellow — the colors of fire! Keep the passion!