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 guy 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 when it does, it costs you a fortune.
Allow me to expand on that.
- We check out the Facebook page, Linkedin or Twitter account of a potential vendor. We notice their updates are mostly just a series of desperate sales pitches and quotes from famous people. We don’t tell them they put us off by looking so needy and bland. 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.
- We go to a website to check out a potential service provider. We then see that their 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.
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. That’s where the most accurate signal is.
- 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 newsletter 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.
The lesson here?
Don’t wait for someone to tell you your marketing sucks. Because they won’t. Your friends don’t want to upset you. Your competitors don’t want you to become a threat. And strangers don’t give a rat’s ass.
Instead, listen to what your results are telling you. Follow the direction of travel and see if you’re happy with where you’re likely to be next month, next quarter and next year.
Then act accordingly.