A member of my Growth Forum made an interesting post on the role of self-esteem in marketing, and it got me thinking:
Marketing requires steady action. We must execute when we’re almost ready, and we must tell as many people as possible about our value. Here’s the thing about my Ready-Fire-Aim approach to marketing: the aiming must be done effectively consistently.
That is, assess and analyze success or failure of your efforts quickly. A short failure is fine, even beneficial. A long failure is harmful. So, make fast adjustments. For this, there are only three options:
- If your marketing activity is working well, double down on your intensity and focus on it.
- If it’s promising but not as effective as you would like, improve it. Tweak. Streamline. Pull levers.
- If it’s not working at all, and probably won’t, kill it. Cut your losses and move on. This is the healthiest thing we can do with failures.
The good news is that there are about two dozen no-cost marketing activities you can be executing to increase your revenue. It’s a deep menu. Choose one, act on it, then assess and adjust.
This piece ran in my Evangelist Marketing Minute short-form newsletter, which you can receive every Monday morning for free by signing up here.