Secrets to Success
Secrets to Success
I’ve tried everything
and nothing worksSome time ago, I was at a wine tasting, having a great time when it happened. I was enjoying a conversation about marketing with a small group of associates when I heard a comment from someone that went right through me like nails on a chalkboard.
The statement? "I've tried everything and nothing seems to work except word of mouth, which just drips in."
A friend of mine spoke up before I had the chance to say anything. Knowing my passion for low-cost, high-impact marketing she undoubtedly saw the frustration on my face. She quickly deferred the question to me.
Before I tell you my answer, let's protect the innocent while I give you some background. Let's call the man who threw out this comment "Jim." I had met Jim a few times before, and knew him as a bright man with the potential for significant success in business. I knew Jim had left the corporate world after being downsized, and decided to start his own computer consulting business.
Rather than answering my friend directly, I turned and asked Jim how he knew that, out of the hundreds of marketing approaches he's used to get new clients, word of mouth was the only approach that worked. "Oh, I haven't really tried hundreds of marketing ideas," he replied.
OK, so I asked him, out of the dozens of approaches he's tried, how did he know what was bringing him new clients and what wasn't. Now stammering a bit, Jim replied, "Well I haven't tried dozens of approaches, really, fully ..."
For the benefit of everyone there, including Jim, I cut to the chase and asked him point blank the specific marketing techniques he's used to come to his conclusions. Jim sheepishly replied, "I've run some ads in the newspaper and did a couple of mailings to local businesses." That was Jim's definition of trying "everything."
Jim is not out of the ordinary. Many people think they've tried "everything" to market their business, when in fact they've only made a few feeble attempts at mirroring companies with limitless marketing budgets.
Defining "everything"
How many times have you said to yourself, "I've tried everything to get more clients"? I know I've fallen into that self-pity party myself on more than a few occasions.
Here's something you can do to stop those words dead in their tracks the next time they want to creep out. Simply ask yourself, "What specific things have I tried to attract new clients?" Write down the answers. The short list that's likely to result may surprise you.
Don't beat yourself up. This list is the starting point for success, and you'll be in the company of tremendously successful people like Thomas Edison who've done the same thing.
You must take the list of things you've tried so far and learn from it. Maybe you, like our friend Jim, need to expand your knowledge in marketing. Read some good strategic marketing books, take some training courses or even get your own business coach to help you stop reinventing the wheel.
Whatever your challenges, you never want to use the word "everything" in describing what you've tried. Appreciate what you've attempted so far, yes. Learn what you can from it and identify where your knowledge is lacking, sure. But then take steps to fill in those gaps and move boldly ahead trying more and more techniques until you discover what really works for you.
John-Paul Micek is a small business strategist
and chief operating officer at RPM Success Group.
Reach him at JPM@RPMsuccess.com
or toll-free at (888) 334-8151.