If you are serious about getting the maximum return from your sales and marketing efforts, this message is for you:
In marketing, nothing is neutral. Every marketing activity is either working for you or it’s working against you!
For example, look at Internet marketing. When I look at 99.9% of business websites or blogs, I can see immediately that they are not generating many sales, leads or enquiries. The owners of those sites wrongly assume that this is “just how it is.” They know that they need a site to help market their business, and wrongly assume that the results will come magically somewhere down the road. It doesn’t work like that.
Keep doing what you are doing and you will keep getting what you are getting!
If your site is NOT a lead / sales generating machine for your business, then it’s not a neutral marketing function. It’s working against you, by blocking all that business you should and could be winning. The same is true of every activity the typical small business invests time, money, energy or all three in; without the correct results.
Successful, growing businesses typically invest in between 10 and 12 marketing activities, which are deliberately designed to produce results. Their marketing is working for them.
However, we know that those businesses that just get by, invest in a few marketing activities, which they HOPE will start working one day. They get the occasional result, but typically find that they waste hours of their time and sometimes quite a lot of money too, on activities that under perform.
These are not neutral marketing activities. These activities are actively wasting the time and money of these businesses. Worse still, it’s totally avoidable!
Be sure to review your marketing activities and pay particular attention to anything, which you consider to be neutral; neither helping or hurting your business. If it’s neutral, that means it genuinely is NOT helping you and needs to be stopped and then either fixed, or replaced.
Remember: Keep doing what you are doing and you will keep getting what you are getting!
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