Who’s Afraid? Be Honest.
A lot of the businesses I have been talking to these past few weeks need to get some marketing initiatives going. Many of them do very little marketing and are seeing their numbers decline (not surprising). They know they need to do something but they don’t know where to start.
When we talk about what they want to accomplish and then outline the services we offer that will make it happen, they become indecisive. They are overwhelmed by everything they should be doing, having done so little in the past.
I believe it’s really important to have as many marketing irons in the fire at the same time as you can. Although, what I see is that people are looking for that one big, great thing that’s going to give them an avalanche of business.
NEWS FLASH!!!—if that big, great thing existed I’d be on a beach in Fiji sipping a nice cold cocktail not writing this ezine.
What I usually do for these clients is guide them through selecting two or sometimes three of the best programs that meet their goals so they can get some things started right away. Then, I let them know as these start to work and produce results, we can always add on more. What I also tell them is, it’s better to do something, anything, than it is to sit idle or push it off to next month…next month…next month. Before you know it a year has gone by and things have become worse than ever. Sound familiar??
If you keep doing the same thing over and over, you will get the same results. I believe Einstein made this quote famous although this is not his words verbatim. How many times have you heard that saying or some facsimile thereof? But even though we’ve heard it, we are still creatures of habit. We don’t like change. We keep doing what we’ve been doing expecting different results. We are afraid to try new things. We are afraid of what lurks out in the unknown.
For me, marketing is not scary. It is a necessity. I know it works. I have proven stats, campaigns, and tactics that could probably put you to sleep (unless, of course, you love it like I do then we can talk all night!). I also know marketing is not a perfect science. Some things work for some and not for others. It is a constant tweaking game. What may be working today, can dry up tomorrow. Changing things up is part of the game. You can’t be afraid of that.
With 2013 looming and prospects of a booming economy off in the far distant future, there is no time like the present to make some changes with your marketing or just start marketing and get things moving.