I recently spoke with a business owner about some ideas he was tossing around for his business. While he’s a very creative person, he didn’t have any experience in marketing so he wanted to get my feedback.
He had created some newly designed cards to hand out to customers when their job was complete as a replacement for his previous materials. The piece itself was very nicely designed and even gave some good information to the customer.
But I had to ask the question, “What happened to the old materials?” which had been working very well for him in the past.
To which he replied, “I was kinda bored with them. I get like that with a lot of our marketing stuff and just want to do something new and different.”
That’s when my ears perked up.
Your level of boredom is NOT the indicator that you should use to determine when to change your marketing.
Your primary indicator should be RESULTS!
Let me ask you a question…
Are you getting the results you would like from your current method?
If not, then by all means use your creative energy to come up with an alternate strategy that can be measured to determine whether the change worked.
If you ARE getting the results you’d like, keep on doing it!
At the end of the day, your customers don’t care how bored YOU are, and you shouldn’t either. Focus instead on generating the maximum amount of return for your efforts and expense.
Profitability is determined through a simple equation:
[Dollars brought in] – [Dollars given out]
You’ll notice that boredom and creativity aren’t part of it.
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