Persistence is Key in Marketing
WARNING: Don’t Stop Oxygenating Your System
If you don’t want your successful business to die, heed this warning now.
Persistence is key in marketing.
For some strange reason we do the following:
We start having success with something and we think, “This is amazing.” And then you stop doing it.
In my business for example, I’ll start growing a list, I’m doing something to get new customers, new people to my door. It’s working and then I start shifting my focus from doing that to selling these people on my list. And in doing so I forget about the oxygen or the fuel if you wish — that was bringing people into my business in the first place.
At first you don’t notice it because you’re having success converting the prospects you had already brought in, but eventually it starts imploding and your business will struggle.
I’ve noticed this same issue with countless people who have come to me for marketing help.
When I ask them about the “good old days” in other words when they were making a dollar and loving their business success — they will all tell me about the things they used to do — the weekly ads, the weekly visits to customers — the weekly radio spot, the weekly Facebook post whatever but for some reason it got hard, they got busy, it stopped working they are not really sure…. but they stopped.
Surprise, surprise times are now tough.
More evidence that persistence is key in marketing.
Let me step back and tell you a story.
About 5 years ago I decided to reengineer my company and what I intended to specialise in. In doing so I also decided to modernise my branding, realign my USP and rebuild my website. (I don’t do half measures very well 😂).
All up, by the time I had achieved everything it took every bit of six months.
I remember deciding during that process, “I don’t want to email my list at the moment. I don’t want to confuse them; I don’t want to freak them out. I want them to be ready so when I have the new look ready and relaunched and live, they’ll be ready to hear from me and of course buy my stuff.”
So, for nearly six months I didn’t email my list, and then the new look came out and I was so excited, and I emailed the list.
My list would normally get close to a thousand clicks and was very responsive to my emails.
Sadly, I had only around 300 opens and 12 clicks.
“Oh crap, they don’t remember who I am”.
Not good. Getting some money into the door at that time would have been great as the revamp wasn’t cheap, and this was the expectation of this new promotion. But, they (the database) had forgotten who I was.
I hadn’t been putting oxygen into the system.
This was a very sad, and scary lesson.
I had to scramble to rebuild the value in my list, rebuild a connection with them, get new people. I remember saying, “I will never not email my list because people forget so fast.”
If I waited a week to email my list, if it takes me three weeks to email my list, 2/3rds of my list will have forgotten who I am by that point.
It is not worth the risk.
Read this post and more on my Typeshare Social Blog