Want Marketing Results? Push A Car
Ask any company owner or manager about the short-term results of their initial marketing campaign and most will say the following:
“We made a significant investment, and we don’t have much to show for it. We should have gained at least three to four times what we have spent. Because we are not seeing the results we’ve expected, we will no longer invest in marketing.”
Instead of a long-term investment, most business owners look at marketing as a short-term expense. Their expectations of the results are more aligned with a raging waterfall than a steady-moving stream. Unfortunately, the moment their misaligned expectations are not met, business owners throw in the towel long before experiencing any benefits.
Results from marketing campaigns take time. As Roy H. Williams wrote in his book, WIZARD OF ADS, results from advertising are like pushing a stalled car. In the beginning, despite the fact that you push the stalled car with all your power, the car does not budge. Giving up will produce nothing. The car will remain in the same place, and you will be tired and frustrated. On the other hand, if you continue to push, the car will slowly start to progress forward at a higher speed. As the pace of the car increases, less effort is required of you. Funny how that works, right?
Initial marketing efforts will breed few benefits for a business in a short period of time. Conversely, a consistent and dedicated marketing approach will generate many long-term benefits for your business.
Anything worth doing takes time and effort. Whether it is working out to improve one’s health and fitness or pushing a stalled car, time and a consistent effort are the keys to achieving positive results. Marketing is no different.
Now, get out there and push!