Who or what are you blaming for your marketing not getting results? There's one important factor to consider and it depends solely upon you. Read this post and let me know if you can relate to it:
The #1 Reason for Marketing Fail
9.07.2010
The Guerilla Marketing Challenge
In August I made up my mind to focus more on my marketing efforts. I need to implement, execute, track, and measure. You know, all the stuff we're told to do, but somehow never really get around to because we're too busy being Administrative Assistants instead of money-making business owners. My Action & Accountability group read Jay Conrad Levinson's book, Guerilla Marketing, and a member loaned me the workbook you see pictured here.
Over the next 30 plus days, I'll be reading and doing the exercises in the workbook. Notice I said, "30 plus days". While I would love nothing more than to complete an exercise each day, that's just not a realistic goal for me to set. I've done the Day 1 Action Steps which were relatively easy. I had to answer seven questions and complete sentences pertaining to my mindset and beliefs as they relate to marketing. The author told me to start a marketing journal and give it a name. Mine is appropriately titled Bad Ass Marketing Book ("My Marketing Journal" doesn't really fit my personality or mindset). Day 2 is a bit more involved. I have to make a list of marketing goals, explain in detail my process for reaching those goals, as well as plan how I'll overcome any roadblocks that may get in the way of my goals. I'm giong to keep you updated on my progress, so be sure to subscribe to my blog. All you have to do is enter your email address in the box in the top right corner of this page and immediately confirm your subscription once the confirmation email is sent to you.
I'm going to leave you with Levinson's Four Things that Contribute to a Poor Marketing Mindset:
Thinking in terms of "I make a good living" or "I'm comfortable and my numbers are fine." Complacency is your number-one enemy once competition steps in or a market turns. Not having the right marketing mindset will leave the company in a vulnerable state and a catch-up situation. Many times action comes too late and there is too much to recover from.
Thinking in terms of "I already lead in my market." Sooner or later the competition will get stronger. There will be a new competitor in the market and/or there could be technology changes. Some industry factors are beyond your control. Lack of marketing mindset will put you at risk from those factors beyond your control.
Thinking in terms of "I concentrate on the financials; marketing belongs to the marketing department." Marketing starts with the CEO, owner, or director. Taking on this responsibility requires the right marketing mindset. Growth and survival cannot happen without marketing, and marketing can't happen without the proper mindset.
Lacking a competitive spirit, not having a killer instinct, and not playing to win. Vince Lombardi said that winning is not everything - it is the only thing. The same goes for marketing. Marketing is not a hobby. It is put in place to win customers and business, and winning customers requires a winning marketing mindset.
I challenge you to take the time to start your own marketing journal and commit to implementing and following through with what you write down. Before you start, you must be clear on your marketing mindset and identify specific measurable and attainable goals. Let me know what you come up with. Leave your feedback and comments below.
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