There are no cheat days in marketing.
Maybe I should write this post next February after the allure of a fitness resolution wears off.
Roy Williams, the Wizard of Ads, refers to 8-13 weeks after signing a media contract as the “chickening out” period. The business owner said they understood that marketing is not a faucet. They SWORE they’d be patient while the campaign sunk into the subconscious minds of their potential customers. They grasped that humans can be slow to change, or may not be ready for their product or service yet.
However, when the checks start flying out the window to their media partners, they want to give up like day 3 of a diet.
Sure, I feel amazing 12 hours after I start a diet or fitness plan. Nothing but greens and lean proteins for this gal! However, three days later I’m already thinking about chips and guac. A week goes by and I’m cursing at the mirror wondering why my biceps aren’t bulging through my t-shirt yet.
Just like a good fitness plan, seeing real, lasting results from your marketing strategy takes time. And effort. Bigger budgets do not guarantee more immediate results.
The most important ingredient in your marketing strategy, or fitness plan, is time. There are no shortcuts or miracle pills.
When was the last time you saw an ad for a product or service you weren’t actively looking for, and bought it on the spot? I’m not talking about stopping at McDonald’s for your late-night drive home after seeing the golden arches on a billboard ¼ mile away. It’s rare!
Your customers have a journey they must go through. They start completely unaware of you or the value you bring them. It’s your job to make them aware and help them in their journey. (see our blog post on this!)
Sales and promotions are great for the quick-hit buyers, as a steroid shot is to the arm! A more important strategy is one that brings in quality customers who will return, rave about you to their friends, and leave positive reviews.
Most diets fail because they start with a short-term mentality. I’ll bet 100 burpees you aren’t looking for the 3-day cleanse crowd. You’re looking for a lasting, repeatable audience to become your raving fans.
This same short-term mentality is the reason why most marketing campaigns are failing today.
They also fail because people try to do them on their own. Avoid failure and hire an outside expert that has guided 1000s of people before you to success. And we have the muscles to prove it.
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