| © 2001-06 By Craig Valine | | | | doing just because they're doing it. |
| They say the definition of insanity is "doing the same | | | | ==> You should not do what your previous boss did. |
| thing continuously, and expecting a differentresult." | | | | ==> You should do what works to market yourself. |
| In marketing, I say "marketing your business the same | | | | That's how you stop the madness - the marketing |
| way everybody else does is insane!" | | | | insanity. |
| One thing that seems to be evident to most marketing | | | | Marketing insanity comes when you emulate someone |
| experts is that the majority of new businessesseem | | | | else's marketing strategy just because youthink, "if |
| to be marketing ineffectively. | | | | they're doing it, that must be what I should do." |
| More specifically, they're not getting the most "bang" | | | | Nonsense! |
| for their marketing dollars. They're seemoblivious to | | | | You should do what works for your business. You |
| thinking that it might be possible to get a better result | | | | should never guess. You should TEST! |
| for the same time, money andeffort they're already | | | | Testing what works and what doesn't is the most |
| spending. | | | | powerful marketing strategy you can employ. It |
| And, what's worse is that many don't care. They | | | | allowsresults to be the final determination of what |
| actually think they're business is about their trade. | | | | works and what doesn't. |
| I, and many other experts, suggest it's about marketing | | | | Testing your marketing strategies is what separates |
| - about getting and keeping customers forlife. | | | | the "men from the boys." You will stay in |
| Although their philosophy about doing business seems | | | | businesslonger because you're not insane enough to |
| insane (and, it is!), I believe the insanity liesin those who | | | | keep doing what doesn't work. |
| emulate everyone else. Most people entering into | | | | What do you test? For starters, you can test: |
| business for the first time never reallyplan to stay in | | | | * One ad against another |
| business. (I bet you're wondering what I mean by that, | | | | * One headline against another |
| right?) | | | | * One sales approach against another |
| I'm sure you've heard varying statistics that say | | | | * One offer against another |
| something like "one in three businesses will stillbe out of | | | | * One event date against another |
| business in a year" or "three out of five businesses will | | | | * One publication versus another, etc. |
| out of business in five years." | | | | Always test. Never assume what works. Always "put |
| While those may be true, let me tell you the real | | | | it to a vote" as one of my teachers' says. |
| reason for this: they don't know how to | | | | You will only know what works for your business by |
| marketthemselves effectively. They think that people | | | | doing it yourself, testing it, and by makingsmall |
| will flock to them because they offer something. | | | | improvements to it until it works consistently for you. |
| Butthe truth is, if no one knows you exist, no one will | | | | If it doesn't work, you don't use it anymore. |
| come do business with you. | | | | Now one thing I do want to make clear. If someone |
| Because you are good at what you do is no indication | | | | else does have a successful marketing strategyor |
| that people will do business with you. | | | | program that works for them, test to see if it works |
| Let me put it this way: | | | | for you. |
| == > If you threw a diamond ring worth $2 million | | | | I am a big advocate of testing strategies from outside |
| dollars in the desert for someone to find, and youtold | | | | my industry. However, don't just adopt everything |
| no one, does that mean people will go flocking to find it | | | | theydo, but see what works and what doesn't in your |
| because it's valuable? | | | | business. |
| Absolutely not. THAT'S INSANE! | | | | Because you may deal with a slightly or altogether |
| Marketing is about communicating with prospective | | | | different clientele, the results may be very different. |
| and current clients about the value, benefits, anddistinct | | | | So, you have to be careful. But, again, test carefully |
| advantages you offer. Without communicating to | | | | and see what the results are. |
| these people, they know nothing about you. | | | | I want to leave you with this important message: |
| They do not know you exist. So, their only choice is to | | | | "STOP THE MADNESS, NOW!" |
| go to someone who does communicate withthem. | | | | Remember, marketing insanity is what happens when |
| While understanding that you must communicate with | | | | you assume that because someone else is |
| your prospective and current clients is veryimportant, | | | | doingsomething, you should. |
| how you communicate to them is even more | | | | Dare to be different by doing what most businesses |
| important. | | | | are not doing, by testing everything you do before |
| What I want you to understand right now is that you | | | | "buying into it." You and your clients will be the |
| should not base your marketing plan on whateveryone | | | | beneficiaries of your wise decision. |
| else is doing, necessarily. | | | | Test to be the best! |
| ==> You should not copy what your competitor is | | | | |