Have you ever had a discussion with someone on a wacky diet to lose weight quickly?
They rave about how it works, but forget to say that in a few weeks time the weight will come back.
As you are desperate to lose those kilos you start and suffer in many cases while you are on the diet.
Deep down you know that this isn’t the way to go, but you do it anyway because of hope.
You hope it will do the trick and you are only interested in short term weight loss and forget that the weight is likely to return.
Marketing Hope
Many times speaking to small businesses it seems hope is alive and well.
You read the latest thing to do which usually is some marketing tactic and hope implementing it will succeed for your business. Unfortunately there are no real short cuts.
Sorry about that.
Another area relating to weight loss is impatience. You want results and you want them now. After all the important party or event is 2 weeks always and have to fit into your outfit.
What this really means is you left it too late to do it properly.
Marketing Impatience
Again, impatience to get results in 2 weeks which normally takes longer means you can forget the best way when marketing your products or services.
When the results do not appear it is frustrating. This doesn’t have to happen.
Overcome the 2 Evils
Both of these 2 evils do not have to appear if you actually take time to learn and do the marketing basics well.
Once you do then it can be easier to get greater results.
What are some of the marketing basics?
- Understand the dynamics of the market you compete in
- Know what are your competitors’ key strengths and weaknesses
- Understand how your customers think, feel and behave
- Have a focused marketing strategy to achieve your marketing objectives
- Have a clear positioning statement that reflects you key point of difference
- Make sure your marketing tactics support your marketing strategy
- Resist the urge to jump onto the latest marketing tactic being talked about unless it fits into your marketing plan
- Track your results
Just as in losing weight there is no quick fix, once you learn how to exercise and eat properly life does become easier and a lot healthier.
Marketing like any other function of business or in fact any profession takes time to master. One of the best ways to evade the 2 evils is to identify where you need to learn and take action to gain the skills and experience.
Over to you, what advice would you add to the list to overcome the evils?
[...] This post was mentioned on Twitter by Niall Devitt and bloggertone2, Susan Oakes. Susan Oakes said: 2 Evils Stopping Marketing Success – Hope and Impatience http://bit.ly/hA2p7b [...]
Hi Susan,
Anything having to do with dieting is something we can ALL relate to – at least all of the women LOL. So true how we are always looking for a quick fix by trying all the fad diets. The one that always perplexed me was the Atkins diet. I did everything right, the tests proved that I was in Ketosis (whatever that means now – I forgot) yet I still gained weight. Probably because my body wasn’t used to eating that much fat – who knows. But as you say, there are no quick fixes in dieting, in marketing, or in life. I think this is a major reason why so many still reject social media marketing. It is not a quick fix – it is not a direct line to closing a sale. It is about building relationships and this takes time.
I would add trying to remain optimistic and being able to learn from mistakes and move forward to your list. It is very easy to get discouraged when things don’t happen as quickly as we want them to. In addition, it is not always easy to admit we have made a mistake, learn from it, and move on. Not admitting causes us to spend more time and/or money doing the wrong thing(s) rather than searching for better/new/more effective ways to do the same thing.
Julie Weishaar recently posted..What are the Side Effects of Social Media Marketing
Hi Julie,
That is very true, although I can say I have never been on a diet. Main reason is I know I would not stick to it. Didn’t Atkins die of a heart attack? I think you are right about social media and quick fix especially when compared to more direct methods they may have used in the past.
Great additon of optimism and learn from mistakes, especially the part about moving on.
Your comments have actually made me think that is perhaps why B2C companies seem more comfortable versus B2B. What do you think?
You have never been on a diet? If that is because you are naturally skinny, then “I hate you” LOL. Did he? I don’t know. I know that another diet guru got murdered didn’t he?
I think that B2C are more comfortable than B2B companies (I am assuming you mean about social media) because social networking started for personal reasons. I don’t think any companies are pleased with the fact that social media marketing takes time to develop and see results from. But in the case of B2C perhaps it is easier to accept for this reason?
Julie Weishaar recently posted..What are the Side Effects of Social Media Marketing
Definitely not naturally skinny. Just that I don’t like a lot of fatting foods, although I seem to be making up for it as I get older. For some reason have always preferred salads, fruit and I quite like exercise except when it is cold.
I think you are right and I also think coming from a consumer products background that you knew many of your campaigns etc took some time to see results as for example TV ads were not direct response. I read that P & G are stopping their soap operas and now more focussed in social media.
I was on the aktins a long time ago. It worked for me temporarily, which I believe is another important lesson for marketers. Some marketing tactics, tips, tricks just are sustainable. Like the Atkins diet. It helped me to lose weight very quickly, but I didn’t feel healthy on the diet. In truth I lost weight not so much that I was cutting cards, but that I was cutting my calorie intake. In marketing we attribute certain reactions to the wrong causes. There’s a time for tips, tricks, and quick fixes, but know that most aren’t sustainable.
Agent Know How Real Estate Marketing recently posted..Real Estate Bar Camp Takeaways
Good point about the temporary fix and it can lull businesses into thinking it is fine when it isn’t. Your example hightlights the problem really clearly. Have you any tips you can share from your real estate experience concerning the temporary fix?
Thanks for your comment.
I can cite one example: email marketing. Agents have a habit of over-marketing to both buyers and sellers with emails. I think both buyers and sellers have a threshold for email communication before they tune you out. This is one reason many agents in my industry are turning to blogging so that their excellent content/blog posts/email newsletters doesn’t just live in someone’s inbox. Since real estate can be a long sales cycle and an emotional purchase at that, agents are setting the right campaign for clients: long term active, short term seller, etc.
Geesh! Thanks for reading through my typos in the previous comments. That’s what happens when you comment from a mobile device.
Agent Know How Real Estate Marketing recently posted..Real Estate Bar Camp Takeaways
Ha, I actually missed the typos and we alll make them.
That is interesting that they are turning to blogging, have they seen better results and is it with both buyers ans sellers? Thanks for giving us this insight into your industry.
2 Evils Stopping Marketing Success – Hope and Impatience…
Just as in losing weight there is no quick fix,the same can be said for successful marketing that gets results. Here are tips to avoid the 2 evils….
Love the analogy and the post. Your marketing basics list is definitely something to be considered. There are no short cuts in anything. Unless you’re on the jersey shore, but that’s beside the point. My father used to say “anything worth doing is worth working hard for”, but if you look at business as building long lasting relationships, you already have a good starting off point. Again, great post.
Dennis Salvatier recently posted..Do Something Fun Before Work
Hi Dennis,
Your father was right and if we started out with that thought I am sure it would produce better results. Sometimes it takes a while to realise that short cuts are not the answer.
Thanks for your comment.
Amen Susan! Over the weekend I participated in a Mastermind Group in which our 3 members discussed marketing strategies. We all felt like we weren’t necessarily heading anywhere until we started talking. Slowly but surely we recounted all the baby steps that were creating leads and or downright success. We owe it to ourselves to reflect deeply on our actions and either revel in them or learn from them. Thanks for the great post.
Keyuri Joshi (on the ball parent coach) recently posted..What Christmas Values Will You Choose
Hi Keyuri,
Talking with others does help and good point about reflecting on your actions. Relection is important in business as well as life to help you move ahead. Sounds like this is working for you you and your business.
Thanks for adding to the discussion.
Right on. There are no shortcuts. I just came from a networking group that I belong to and a real estate broker was complaining that LinkedIn was not working because all he met were other brokers and he wanted to get in front of people who would be buyers. He wanted instant results. We encouraged him to join groups where he could provide tips about buying and selling real estate that would add value and over time build the relationships that lead to referrals. I think that from time to time we all feel the frustration that our marketing isn’t producing instant results. But we need to stay the course and believe that our marketing efforts will produce results if we keep at it.
Hi Jeannette,
I am sure your advice to the real estate broker will pay off. You are right about the frustration and we have all been there. Just need to keep the focus and understand why we are doing certain marketing actions and the end results we want.
Thanks for sharing the networking story.
Susan:
I like your list very much. No matter what tactics are utilized the client may not be happy. Why? Expectations were not clearly set up front. If they were then they might understand that 2 weeks may not get them where they want to go.
Rob
Rob Berman recently posted..How Much Do Your Employees Know About Your Business
Hi Rob,
That is so true about expectations. Your comment made me think that for example we often say building relationships take time. I wonder if some who built relationships quickly in their personal life think the same thing will happen in business.
What do you think?
Excellent list and article Susan. But with marketing, like everything else in life, an abundance or people believe all they need to do is “press a button” and it will be done over night.
Catarina Alexon recently posted..Are you joining the “Made for China” trend
Hi Catarina,
I can relate to the “press a button” as others can. It takes a few failures to realise if you keep looking for the quick fix you will not succeed and you need to start doing it correctly.
Thanks as always for taking the time to comment.
Hi Susan,
Very nice of you to share these,will try to take it to the long journey ahead.
Thanks
Hi Essekia,
Thanks for your comment and the journey may be long but it is worth it.