Give to Get Marketing PowerTips Newsletter
Today's PowerTips Article:
You Can't Keep Doing the Same Thing
and Expect Different Results
Part 1
by Joe Gracia
www.givetogetmarketing.com
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Hello Fellows
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If you're not getting the kind of results you want from your current strategy, then you need to change your strategy. So many people keep doing the same exact things over and over again and keep expecting to get different results.
If you always do what you've always done, then you'll always get what you've always gotten.
Copy-cat marketing is like a dog chasing his tail
Most small business marketers don't even think of what kind of strategy they are using. They just do what they see everyone else doing.
Unfortunately, while you're looking at their marketing efforts for inspiration, they are looking at yours for the same thing. It becomes a vicious circle of ineffective marketing ideas being copied by everyone.
Here's an example
We had a travel agency client a number of years ago who was having a very difficult time attracting enough business to make her marketing efforts worthwhile.
When we looked at her marketing strategy, we knew immediately what was wrong.
She was copying what all of her competitors were doing. Her newspaper ads looked like all of her competitors, and her ad offers were exactly the same as theirs.
She used the name of her company as her headline, listed 4-5 of her current travel packages with prices, and put a phone number at the bottom of the ad and asked people to 'Call for More Information.' Oh yes, she also included a picture of herself.
When I asked her what kind of response she was getting from her ads--even though I already knew--she said, 'Terrible. We only get a few inquires every week and very, very few sales.'
'How long have you been running ads like these?' I asked.
Ten years of poor results
She hesitated and then said, 'Every week, for about ten years.'
When I asked her why she continued to run the same exact, ineffective ads over and over again, she said, 'That's the way everyone in our industry advertises. There isn't any other way.'
Her comment was common, but it was entirely misguided. Just because you don't know of another way to do something, doesn't mean that there isn't another, more effective way.
Business owners within any industry tend to feel safe and comfortable doing what everyone else in their industry is doing. Their reasoning is, 'If it's good enough for them, it's good enough for me.'
And that thinking always leads to mediocre or dismal marketing results. After all, if the primary strategy that everyone within an industry uses were the most effective, wouldn't everyone in that industry be fabulously wealthy?
The ineffective One-Step is everywhere you look
The strategy our client and all of her competitors were using, was called the One-Step Strategy. It's the most common marketing strategy in use in all industries, and incredibly, it is also the most ineffective, money- wasting strategy available.
It consists of a marketing vehicle--an ad, a flyer, a sales letter, postcard, Web site, e-mail, etc.--that merely announces the product or service being offered, lists a few features and/or benefits, perhaps a special discount offer, and then gives you a way to contact the company so you can either buy the product or service, or ask for more information about it.
Ever seen an ad like this? Or a flyer? Or a Web site? Or an e-mail?
Of course you have. 95% of all the marketing materials you see are based on this One-Step Strategy.
And chances are, you are using it too.
We can guarantee that if you are using this strategy, you are not happy with your results. You can't be, because the strategy doesn't work.
Belief in the One-Step Strategy is akin to the belief in a flat world instead of a round one. Hundreds of years ago people were extremely resistant to the idea of a round world. They were absolutely certain that the world was flat, and anyone who thought otherwise was a fool.
That is where the state of small business marketing is today. It's Flat-World thinking. Make a commitment to change your way of thinking, break away from the pack today, and you'll discover a whole 'new world' of success.
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We'll continue Part 2 in our next issue.
If you have any comments you'd like to share about this article, just hit reply and send me an email.
Until next time, we wish you the very best marketing success.
Joe Gracia
Give to Get Marketing
http://www.givetogetmarketing.com
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About the Author:
Copyright 2000-2011 Joe Gracia. All rights reserved.
Joe Gracia is small business marketing expert with over 30-years of hands-on experience. You can get hundreds of marketing tips at his www.givetogetmarketing.com web site, or sign up for this Give to Get PowerTips Newsletter at www.givetogetmarketing.com/free-ezine.html
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