When I speak to entrepreneur groups and get asked what helped my businesses be successful (and what I wish I had done better), my answer is one in the same – “Do everything right.” That may seem obvious, but the emphasis is not on the word “right”, it is on the word “everything.” If you play golf or have attempted golf, you know that everything must be done right – your body position, timing, flexibility, etc. If you’ve ever taken a golf lesson, you would quickly be shown a video of yourself in which you would see everything you’re doing wrong. Then you would step to the ball and swing again, the same old way.
Why can’t we change our swing in golf or in business? The answer is simple, we don’t trust ourselves. We are cautious in our decisions. We worry about the negative impacts more than the positive benefits that will results from any change. Even when we do attempt a change, we don’t commit 100%. This is just as bad for our golf swing and our business. We can’t do things half-way and expect the best results.
Business operations and marketing are also victims of lack of trust and commitment. By way of example, let’s chat about your business operations. Regardless of whether you’re a one person, two person or 50 person business, make sure you address everything in that business. Someone needs to be responsible for administration, finance, human resources, product development, sales, etc. Within each of those areas, you must do “everything” right.
Marketing is even more impacted by the lack of trust. If you have ever debated which media channel is best to drive revenue or what message will resonate or where dollars should be allocated, then you already know where I’m going. If you don’t commit to a strategy, and instead you fragment your budget and message, your results will suffer.
I’m not saying spend all your dollars in one spot. I am saying that you need to wisely invest those dollars, and realize that there is a minimum investment needed to yield a response. Also, some media channels make better pairings than others. Let’s take SEM (Search Engine Marketing) as an example. Placing ads within the Google search network requires a lot more than just deciding keywords, ad messages, targets, and budgets. You must ensure your analytics are setup and will provide important feedback for continual campaign improvement. Your click-thru destination, most likely your web site, must also be prepared for your campaign. Is there a landing page created to capture data? Is there an enticing offer to further the conversation and encourage the “clicker” to delve deeper?
You must commit to the channel and all the related requirements in order to be successful. It’s like building a puzzle. You can’t tell what the image is until the pieces are in place. However, we all think because we saw it on the box, we can put it together, much like looking at our golf swing on video. We see what we’re doing wrong, but will we commit fully to changing it?
In golf, we learn that our swing will ‘break’ when we start to make the change. This is because we are mentally only ready to commit to one change at a time. Once we’ve committed to that change, and we realize that yes the ball is going in a new wrong direction, then we start to trust the pro and make the additional changes necessary to reach success. Changing everything at once is tough to trust, but in business, you won’t waste your budget if you do “everything” right with marketing.
Commit to your message. Commit to your channels and the required investment Commit to driving your marketing and sales. Limping will not win the race.