Ever hit your finger with a hammer when you were hanging a picture on the wall? It hurts! Make this painful mistake once, and you’ll swing more carefully the next time, and try to improve your aim. With practice, you’ll hit the nail on the head and get the job done.
Is your marketing also missing the mark? That will hurt your bottom line. Banging away with the same failing marketing strategy is like hitting your finger over and over, all pain and no gain. Believe it or not, I know many small business owners that do exactly this.
Ron had a web site that was only bringing in a trickle of leads, so he hired a marketing firm to rewrite and rebuild it at a cost of $40,000. What happened? The new site was even worse than the original one. He stopped getting any leads at all from the web.
Ron was spending more and more and getting fewer and fewer leads and sales. I wish I were making this up, but I’m not. Ron is only one example of many I could tell you about.
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What was Ron doing wrong?
Ron was missing a lead building marketing strategy, one that converted prospects to clients and instead was focused on the individual marketing tools, postcards, ads, and websites.
A hammer is just a tool and if you don’t know how to aim it you’re going to do damage to your fingers and the wall and maybe even need a bigger picture to cover the hole you’ve made. And, if you’re missing the nail and hitting your fingers, an even bigger sledge hammer isn’t the solution either.
Ads, postcards, websites and any other marketing tool you use only work when you know how to aim them. Ron didn’t have a marketing strategy to help him target his marketing efforts. Worse, the marketing firm he hired took $40,000 of his money and gave him a handful of marketing tools that got even fewer results than the ones he’d had.
If your marketing isn’t generating the results your business needs, the answer isn’t spending more on doing the same thing or just shooting wildly and hoping for the best. That’d be like hammering your fingers again and again.
The answer is finding out what works to get results. To make your marketing bring in more business you need to know the triggers that prompt prospects to respond and the simple steps to take to get them to become buyers.
Have you ever spent money on marketing that didn’t get the results you wanted? Ready to stop wasting your valuable resources and finally find out what works?