I'm sure you've heard the definition of Insanity. It's when you keep doing the same thing and you expect a different outcome or different results. So what's Marketing Insanity? It's when you keep doing the same marketing, even though it's not generating any results, and you expect this to change.
John, one of my coaching clients, was sharing a story with me when we first met about a lead generation program he was paying hundreds of dollars a month for. This program was generating leads but he was unable to turn any of those leads into paying clients. He was getting really frustrated because he was spending a lot of money and he wasn't getting good results. Needless to say, once we started working together, he stopped paying for this program and we got to work to create a marketing system specific to his business that would start delivering him qualified leads.
I'm often asked how long you really need to stick with something to know whether or not it's working. And that is a tough question to answer. Because most marketing does take time to start working. Instantaneous results don't always occur. But the best indicator is the results you are getting. In John's case, he realized pretty quickly that while he was getting leads, NONE of them were qualified. As soon as he realized this, he could have cut bait on that marketing program.
Take a look at the results you are getting. Even early indications can tell you if you're on the right track. Are your ideal clients responding? Are they expressing interest in your products or services? Are they opting in to your email list? Over time, are some of them turning into paying clients? If so, you're on the right track. If however, no one is responding, or the people responding are not qualified or able to purchase from you, or they don't seem interested in purchasing from you, then you may want to take another look.
Don't continue to throw more money into a marketing avenue that by every indication isn't generating any return. Trust your gut. And educate yourself so you know what other options you have. John KNEW his lead generation program was not working. Problem was, he wasn't sure what else to do in its place. He took steps to correct that and now he's no longer experiencing Marketing Insanity.
Marketing Success Podcast: An Example of Marketing Insanity
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(length 4:03 minutes)
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