I was in a coffee shop once, 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 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.
A very similar kind of silence happens regularly in business. And it can lose you a fortune.
Allow me to explain.
- We go to a website to check out a potential service provider, find the site is amateurish and decide not to consider them. We don’t call them to let them know their site created such a bad impression. We silently move on.
- We start reading a poorly-written piece of marketing and quickly discard it. We don’t email the company and tell them their content is losing them business. We silently move on.
So, faced with all this silence, how do you figure out if what you’re doing is working for you? Simple. You ‘listen’ to what your results are telling you.
- Your website should be a 24-hour, business generating machine. If it isn’t, it’s telling you something. It’s telling you that it urgently needs to be improved.
- Your content marketing should regularly attract sales, sales leads or new clients. If it isn’t, it’s telling you something. It’s telling you that you need to quickly improve your strategy.
So start listening
Don’t wait for someone to tell you your marketing sucks. Because they won’t; your friends don’t want to upset you and strangers don’t give a rat’s ass. Instead, listen to what your results are telling you.
This will help you get it right: Don’t Mistake Silence For Satisfaction.