Averill understands from firsthand experience, the toll owning a business can take on your professional confidence, finances and personal life if you don’t have the right tools and resources in place.
He’s no stranger to the behind-the-scenes struggles. During Averill’s childhood, his parents separated after financial challenges caused strife in their relationship. He watched his father’s entrepreneurial career, where he struggled with a limited knowledge of marketing, relying on luck and being in the right place at the right time to acquire new clients. Averill saw the emotional toll this took. Ultimately, his parents divorced, which had a palpable effect on Averill and his siblings. Divorce was relatively uncommon in the 60s, so it spoke to how severely business troubles could impact personal life.
Many years later, Averill became a father and husband himself, and when financial challenges arose, he found himself in a similar situation. He had his own photography business, where in terms of marketing, he largely relied on luck and being in the right place at the right time to acquire new clients. Unfortunately, history repeated itself and despite over 20 years of experience, Averill endured a failed marriage and a less-than-prosperous business.
The unforgettable takeaway from all of this? The understanding that marketing is essential to a company’s success. It’s absolutely necessary as the foundation for making sales, which is the only way money comes into a business, and running a business that allows you to thrive in your personal life, too.