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