I once attended a Dale Carnegie introductory training course on leadership and management. It was a few years ago and I took one or two useful things out of the course, not least the knowledge that I would love to have the confidence and energy the course leader overflowed with.
But one pearl of wisdom that’s stuck with me and that I think of frequently is simply:
“if you always do, what you’ve always done, you’ll always get, what you’ve always got”.
So how does that apply to your marketing programmes. Well, basically, if you want to achieve greater results, don’t just stick to what you know. If you’ve always just advertised in the local paper, try paid for search advertising on the internet instead. If you’ve always sent out direct mail, try following up with telesales to back up your efforts.
Putting it simply, if you always market, the way you’ve always marketed, your business will always perform, the way it’s always performed – at best that is. Why not try something new, test it first and if it works carry on. If it doesn’t, then try another route. If nothing else, you’ll be adding other dimensions to your marketing skill set.
