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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Good job, Donna. When I saw the title to this post, consistency is the first thing that came to mind. I see so many new business owners trying a marketing method for a week, assume it’s not working, then head on to the next (or not do anything).
Marketing is a marathon, not a sprint.
Hi Donna,
This is EXACTLY one of the things I teach my trainees in the branding bootcamp. We have a whole portion of the course dedicated to this need called BE CONSISTENT.
People tend to get antsy when things don’t work instantly, but they need patience.
Heather
I, too, tell my clients this on a regular basis! Great post.
Thanks – great post. So true and this may be the word that actually gets posted across my office wall!
Thank you, ladies, for taking the time to read and give feedback.
Angie – I love that phrase, “Marketing is a marathon, not a sprint.” We can replace the word marketing with so many other words and apply that same mindset to other aspects of our businesses.
Heather – so glad to see we’re on the same page. We live in a society where we’re conditioned to expect instant results, and when it doesn’t happen our immediate reaction is to jump ship. Not!
Nancy – when you do post the word across your office wall (notice I said when and not IF!), please share pictures!
AMEN to that, Donna! I thought the same, but the title still drew me in
I am very guilty of that myself and need to reach out for some tips from you on how to stay motivated to write every week or how do you keep your focus in staying consistent – next article, lol.
@teenbizcoach
Donna- Thanks for this reminder. I have spent the last year spinning my innovative wheels and going nowhere. I lack consistency. It is troubling but I am willing to turn it around and do something about it. I have too…
Donna,
Thanks for this. I call it the “Shinny Ball Syndrome” (SBS). As a suffer with SBS, it can be a blessing and at times a curse – as it does give me amazing creativity.
You have confirmed for me that it is consistency that will get you to where you want to go and as a recovering SBS addict – I have seen the benefit of being consistent. It has helped me to build business relationship, started to “brand” what I do – but most importantly I’m not wasting time on non productive “things”.
I’m more creative actually. So for all you SBS addicts listen to Donna and master the master the art of consistency. You will get to where you want to go.
Have a divalicious day,
Ophelia
Donna
Once again, I appreciate you telling it like it is. I too have been guilty of this and it really cost me in the long run.
It is so important to be consistent in our businesses and marketing efforts. I often tell my Image Brand clients, it is not my job to know that you are in business. But it is your job to let other’s know you are in business and what you can do to solve their problems.
This post is priceless!
Nikki Curry
@teenbizcoach – Here’s a quick tip prior to the next article – I find it easy to stay focused and motivated because I enjoy writing. That’s it in a nutshell!
Damita – acknowledgment is pivotal. You’ve already made the first step.
V. Ophelia – SBS is a new one! LOL! There are many lessons to be learned with consistency and it’ll definitely take us to new heights.
Nikki – seems like your clients are in good hands. We’ve all been guilty at some point, but we can’t dwell on it…we have to learn from the mistakes and keep it moving!