The #1 Reason for Marketing Fail
Posted in Marketing & PR
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By Donna L. Johnson
How often are you drawn to blog posts and articles with a title like, “10 Things to _____” or “The Top 5 Secrets of _____”? I must admit they’re quite catchy and as writers, we use these kinds of titles to bait our readers (please don’t tell anyone I shared this insider information with you!).
What I’ve found from reading and writing these types of posts is that sometimes they’re appropriate and sometimes they aren’t, depending on the message and content. And for the purpose of today’s message, I’m giving you one thing to focus on. Once you’ve successfully mastered this principle, you can then move on, build upon it, and apply it to all areas of your personal and professional lives.
When Holly surveyed her readers, you told her you wanted more information on marketing your business. I’m assuming you want direction on how to effectively market your products and services. That’s fine and dandy, but if a key ingredient is missing, all the strategies and bootstrapping in the world won’t get you the results you’re looking for.
And what is this crucial component you ask? It’s consistency. Ideas and implementation are pointless unless you’re relentless with your execution. You have to market your business on a daily basis – it’s non-negotiable.
In most cases, our marketing initiatives fail to deliver because we don’t give them enough time to work. We bounce from one campaign to another without much thought and we certainly don’t spend enough time measuring the outcome. I’ve been guilty of this myself. You see, I suffer from creativity overload. My brain never shuts up and the endless supply of Folgers instant coffee I send to it only makes matters worse. At some point, you have to tell that little voice inside your head to go to time out and stay there! If you don’t, you’ll find yourself spinning your innovative wheels and going absolutely nowhere.
Furthermore, it’s easy to justify cutting marketing costs all together in a down economy. Why? Because you’re looking at it from the wrong perspective. Marketing isn’t a cost – it’s an investment. How many other investments produce an overnight overnight? Exactly. So why are you searching for a miracle marketing pill? Ongoing marketing will always win over spotty, inconsistent marketing.
Create a uniform marketing message that addresses your clients’ needs while emphasizing your benefits and broadcast it regularly. You can’t sell “it” if people don’t know what “it” is, why they need “it”, or where to get “it”. Don’t let lack of time, knowledge, or resources get in the way. Commit to doing one thing every day that moves you closer to your marketing goals. If you don’t, your business foundation will crack and eventually crumble.
Donna L. Johnson, The Unemployed Entrepreneur™, is a speaker and confidence coach who worked her way up from file clerk to management while starting a business at night and on weekends. Her real-life experiences are her secrets to success while her jaw-dropping transparency offers every day women insight and inspiration to become their very best. Get resources and support to succeed by visiting Donna Speaks.
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