The way we’ve always done it

When you sit down to do your marketing plan — whether that happens annually, semi-annually, or quarterly — how do you determine your strategy? What influences your planning? Too often, I find that managers just keep repeating the same old plans rather than actually crafting ideas based on new challenges or past results. Sometimes they do it because it’s familiar. These are the tools they know. To that approach, I say, if you’re comfortable with your marketing, then you’re being lazy. Reward comes from risk. If you take the safe route, you can only expect marginal success. You know the definition of insanity: Doing the same thing over and over again and expecting different results. I can assure you that promoting the same offer to the same audience will indeed give you the same response.

But perhaps you’re not regurgitating your plan because you fear change but because you don’t know how to change it. Maybe you’ve heard about social networking and blogging but don’t know where to start. Well, don’t just sit there, ask someone for help! Look for a webinar on the subject. There are hundreds of them!
If you don’t take risks with your marketing, you are doomed to be mediocre. And in today’s marketplace, mediocrity is one step from closing the doors. Remember that you can’t win the lottery if you don’t buy a ticket. Get in the game. Take a risk. Try something different. If nothing else, you will learn a valuable lesson about what your market doesn’t want. But, best case scenario, you will succeed beyond your wildest dreams. And if you land somewhere in the middle, you’re still way ahead of the people who are sitting back and waiting for things to change on their own.


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