This week’s focus:
There’s an unhealthy tendency among some authors and business owners to start a new marketing activity with the expectation that it should create a huge, immediate return. These people will start a new blog, send out a new newsletter, or create their first press release under the belief that it will make lightning strike and miraculously change their business. But, that’s like sending your child to the first grade and expecting him or her to immediately be ready to graduate from high school in 30 days.
Results take time, and marketing is the process of staying consistent, which means generating results over the long run – just like going to school. Therefore, you should stick with any new marketing activity for at least 90 days before you decide to stop it, and avoid a “one and done” mentality. Your goal should be to build a growing awareness for your message that continually shows up in different venues. Most people need to see evidence of your value several times before they will decide to buy.
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