The Urban Legends of Marketing, Sales and Business Growth

The Urban Legends of Marketing, Sales and Business Growth

Far too many businesses I see or work with simply don’t want to put in the effort to make a campaign successful. Or, when they get bored, they blow the whole thing up, regardless of how well it’s working, and move on to the next shiny object. Who cares if I’m bored with the marketing? The point of the marketing isn’t to entertain me, it’s to grow my business. When you find a medium that works and is steady, you ride that medium hard and work out all those leads until you're making all sales you can handle. If your winning marketing campaign is in an unstable medium, that would be a case where you’d need additional sources of traffic or leads to make sure you don’t find yourself screwed. I want to make one last point about marketing campaigns, because other than getting bored, the other major issue I see is that the entrepreneur isn’t clear what the goal of the campaign is and who is responsible for each area. For example, we recently did a direct mail campaign for a customer who called us five months in and said the campaign wasn't working. All the calls had been recorded, and we could hear his team scheduling appointments with new patients. But now, he’s going to move to another marketing campaign that simply won’t work for him.

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The Urban Legends of Marketing, Sales and Business Growth

The reality is, growing a business is a lot like working out or losing weight. You need to find a plan that works for you, you need to commit to it, you need to allow it to build on itself, and you need to do the same things over and over again, even when you’re bored with them.

Far too many businesses I see or work with simply don’t want to put in the effort to make a campaign successful. Or, when they get bored, they blow the whole thing up, regardless of how well it’s working, and move on to the next shiny object.

Related: Do You Have ‘Shiny Object’ Syndrome? What It Is and How to Beat It

The problem is, there is always another shiny object, another new way to market. To be honest, I don’t want new and exciting. I want my business to be steady, my marketing to turn out leads, and for those leads to become customers.

Exceptional thinking.

Who cares if I’m bored with the marketing? The point of the marketing isn’t to entertain me, it’s to grow my business. If I get too bored, I’ll take a vacation or buy a sports car, but I’m not going to stop doing what works simply to entertain myself. The problem is, for some reason my perspective is the exception, not the rule.

When you find a medium that works and is steady, you ride that medium hard and work out all those leads until you’re making all sales you can handle. Then, as you have success and a bit of extra money, you diversify. But not until that medium is running like a well-oiled machine, kicking out cash.

Two is one, and one is none.

The most dangerous number in business is one — one of anything. I’m living that right now. As I’m writing this, I have three team members in my company who don’t have backups or anyone who can fill in for them, and all three of them are pregnant. I’m super excited for them, but because one is a horrible number in business, I’ve had to figure out how to fill…

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