Just like most other myths, there are some elements of truth in this statement. For every business, in every market, there are marketing strategies that will render less-than-satisfactory results. However, time and time again, business owners and managers will scoff at a marketing strategy saying “I’ve tried that before. It doesn’t work.”
But when digging deeper into exactly HOW they conducted their marketing strategy can be a very revealing process. You see, many people view marketing as an “on-off switch.” It’s either on or off. You either ran a campaign or you didn’t. It was either successful in obtaining business or it wasn’t.
The more beneficial way to view marketing is as an ongoing interaction, or communication, if you will. Think about it. If you were talking with a friend, your spouse, a potential date or anyone else that you’re truly invested in creating a relationship with, and they yawned, would you simply walk away and write off the relationship? For some I know that the answer would be yes. But if you took a closer look at that person’s relationships, you would likely see the unfortunate side effects of such a strategy.
The effective strategy would be to interpret the knowledge from that yawn and try again. Maybe with a more exciting tone of voice, maybe with a more interesting analogy. Maybe by finding a better way of explaining to them why they should be interested. Maybe just wait and try again once they’re better rested. In the end, all is not lost. It’s a give and take. A conversation.
The same goes for marketing. So many times, business owners try one strategy once, in one way and swear it off as ineffective. While a creative marketer could make just one small modification resulting in an amazingly successful campaign. The truth is that in every form of marketing in existence, there are many, many adjustable factors that can have a huge effect on the outcome. For example, in internet marketing, simply changing the button that a prospective customer would click to make a purchase can make up-to and above an 85% improvement in purchase rates. This same concept goes for everything else including the text in the headline and body of your printed ad and the message on the website where prospects are sent from your paid add. Understanding this and keeping the conversation alive is imperative.
As the internationally acclaimed author Paulo Coelho stated in his book The Pilgrimage: “When you are moving towards an objective, it is very important to pay attention to the road. It is the road that teaches us the best way to get there, and the road enriches us as we walk its length.”
Keep the marketing conversation open. Pay attention to the road.