I was in a coffee shop earlier, when a guy with a very obvious hairpiece came in. He had natural, thick brown hair around his ears, with a jet black wig on top. Of course, no one mentioned it to him. People just pointed and smirked when he wasn’t looking. Whether this chap needed the hairpiece for vanity or medical reasons, it’s entirely possible he has no idea that his wig is so poorly matched to his natural hair.
The same happens regularly in business. Allow me to explain.
Think about it
- We go to a website to check out a potential service provider, find the site looks amateurish and decide not to consider them. We don’t then call them to let them know their site created such a bad impression.
- We start reading a poorly written piece of marketing and quickly discard it, because it’s crap. We don’t write to the company and tell them their content is losing them business.
So, how do we determine if what we’re doing is working for us? Simple. We ignore the silence and instead, look at the results generated.
- Your website or blog should be a 24 hour business generating machine. If it isn’t, it urgently needs to be improved.
- Your marketing emails, mailshots and newsletters should generate sales or attract new clients. If this isn’t happening, your content needs to be improved. [Here’s how].
Don’t wait for someone to tell you your marketing isn’t working. Start counting! Count the number of daily sales or sales leads your marketing generates. Measure your progress over the past 12 months. Look at your bank balance.
Don’t just accept bad results. If you’re not satisfied, take action!