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Do You Want to be Correct or Do You Want to be Rich
 by: Stuart Lockley

I was speaking to a business owner recently who was having difficulty growing his business. Turnover had been static for a few years while costs had been creeping up as they do. Interestingly he claimed to have tried every marketing idea going and none of them worked. He had arrived at the idea marketing was a waste of time because nothing worked, nothing allowed him to increase his turnover to the next level.

In one sense I sympathised with him because we have all been in a similar position in our lives. I know I have felt frustrated in the past when nothing seems to work in different areas of my life. With marketing we can sometimes find ourselves in the position where nothing seems to work.

How many people have tried direct mail. They spend large amounts of money preparing a letter, buying a mailing list and sending out the letters. The result they receive is a pitiful response. This is a painful situation, as I know from my own experience experience. Being disheartened they conclude that direct mail does not work. Point out to them that direct mail works for other businesses and they will inform you that it does not work in their industry. They know because they have tried it.

Then they try advertising. They hire a firm to create some expensive advertising. The advertising is run in various media and once again they receive zero enquiries. The advertising agency claims you are building brand awareness but you conclude advertising does not work for you.

Of course if you point out that advertising seems to work for other companies they will assure you that advertising does not work in their industry. They know because they have tried it. So it goes on with trying various methods of marketing and concluding that none of them work.

Of course other companies are growing. Your turnover may be static or only increasing slowly, but other companies have turnover growing at 10%, 20% or even faster so various marketing ideas must be working for them. If you have tried various marketing ideas and they did not work it is time to give up the idea that these ideas do not work in your industry. If you have tried everything and nothing works the more likely explanation is that your execution is faulty.

If you want to grow your business and none of the things you have tried have worked, or you wish to grow faster but do not know how then seek outside help. Ask yourself a simple question. "What is more important to you - being able to say you have tried everything and nothing works in your industry or having a growing business.

About The Author

Stuart Lockley is a UK based Business Growth Specialist. To obtain further great ideas and information to help you grow your business visit http://www.stuartlockley.com and download the “Six Keys to Double the Value of your Business” Free

stuart@stuartlockley.com

This article was posted on March 20, 2006

 

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