Do-It-Yourself Marketing: Patience Is A Virtue
By Tim Oestreich |
Thu, 25 May 2006
One of the most devestating marketing plans is the "Do-It-Yourself"
approach. This is exemplified by the client that tries different methods until
something works. The reality is that this never really works and if it
does the results are far from spectacular. Effective marketing is no
accident. Research into industry trends, target audience, and many
other factors are vital to you making informed decisions instead of
speculations. Your advertising has to fit your company and your
market, so there is no substitute for real market research and
planning. Before you "take the bull by the horns", it is a good idea
to know what size "bull" you're up against.
One of the most common pitfalls associated with the the "Do-It-Yourself" approach is unrealistic expectations. Because the "Do-It-Yourselfer" does not have a well defined plan, they measure results based on short term response. The expectation of quick results is unrealistic and creates marketing skeptics, not marketing successes.
Think abouth the average sales cycle in your own business. How long is it before a new contact becomes a customer? How many times have you met a prospective client and left your first meeting with a sale? Not often. Developing relationships with clients does not happen overnight. Trust is not earned by someone glancing at your magazine ad for the first time. There is a trusted sales maxim regarding the average number of contacts needed before a sale is made... seven. Seven contacts with a prospective customer before they are likely to choose your company.
Why then do many companies expect their advertising to produce results from day one? Patience is the magic ingredient for marketing succcess, but patience is only possible with a good plan. Patience is a virtue.