| In another article I wrote about what I learned from | | | | relationships with your customers and clients. If you |
| the VP of Marketing at Disneyland, how it's best to | | | | stop you'll save a few dollars, but you'll also fall off |
| stop putting money into something that isn't working. | | | | people's radar and they'll forget about you. Sure, you |
| However, I received some emails from readers that | | | | can cut down on costs and save some money by |
| sent up some red flags. One reader said that she | | | | working smarter (ask me about this if you're |
| was considering stopping (or cutting back on) email | | | | interested), but as I advised the reader who wrote |
| newsletters to her mailing list because it was costing | | | | in, it's not a good idea to stop. Just look at it |
| money and not making money. Another reader | | | | differently and revise what makes it a success. |
| wrote that he was going to quit a marketing | | | | 2. When setting "rules for success" be realistic. One |
| campaign because after one week because it wasn't | | | | week probably isn't enough time to accurately judge |
| working. | | | | a marketing campaign. On the other hand, doing |
| So let me talk a bit about those "rules for success" I | | | | something over and over for years with no results |
| mentioned in the original article. It's important to be | | | | isn't good either. I once had a client who mailed |
| realistic about potential results. It's important to not | | | | letters to purchased mailing lists as part of his |
| stop something before it has really had a chance to | | | | marketing. He did it for years, and never got one |
| succeed. | | | | response. When I asked him about it he said, "Maybe |
| 1. Some business activities are not meant to be | | | | this time it will work." It didn't. Go figure. |
| money-makers, per se. They're part of marketing. | | | | So, give it enough time so you really know if it's |
| They serve other purposes, like reminding people | | | | working or not. Disneyland can tell right away if ticket |
| that you're there, letting them know what's new and | | | | sales are up. For the rest of us, it can take weeks, |
| exciting, and giving them information, tips and other | | | | or months, to see a result from our efforts. Don't |
| things that they find valuable so that they will also | | | | expect miracles. It takes time, and a sensible plan, to |
| find YOU to be valuable and worth paying attention | | | | see results. THEN, if it's not working, stop. |
| to. It helps build and maintain those oh-so-important | | | | All my best to you and yours! |