Why quick fixes don’t work

by Sonja van den Bosch

Why quick fixes don’t work

Do you want long-term sustainable results from your marketing? Do you want to be successful in what you do? Do you want your business to be the best in your market?

If you’ve answered yes to all or some of these questions, then you should realise that quick fixes are not the way to go, they are overrated and don’t work.

Unfortunately we live in this world that is moving more and more towards instant gratification – I want it now and I don’t want to wait or work for it.

There is no magic pill for marketing success
Believe me, there is no magic pill that will make your marketing instantly and long-term successful. Same as there is no magic pill to lose 10 kilograms and keep the wait off. Yes, you might be able to lose the 10 kilograms with a crash diet in the short term, but we all know about the yo-yo effect. You’ll go back to an even worse state after the crash diet and then the crash diet will start again etc. etc.

The same applies to doing marketing for your business. Too often I talk to business owners who are using the crash diet principle for the marketing of their business. We are a bit slow, let’s do a campaign and then when we get busy again, we don’t have time to do marketing. No wonder that marketing doesn’t work…when you do it in this way.

If you want to truly get long-term sustainable results from your marketing, it should be an ongoing process in your business that is completely integrated and supported by the business (losing weight becomes more successful when it is integrated and supported by your lifestyle).

Repetition and consistency work
Another marketing faux I often see small business owners make is not being consistent and not repeating their key marketing messages enough. Why have big brands like Nike or Coca Cola only slightly modified their logos over a long period of time? Because they don’t want to lose the brand recognition that they’ve build up.

Yes I do understand that we as a business owner might get bored with seeing our branding and key marketing messages day in day out, but remember that it is not important how we feel about it, it is important how our target market feels about it.

They don’t see your branding and key marketing messages day in day out, and they are being bombarded with so many marketing messages anyway, that we need to keep it consistent and simple for it to get cut through. Also remember that in theory someone needs to see or hear a message 7 times before it sticks, so using repetition is a very key ingredient in your marketing plan.

Simply think about all the contact moments that your target market has with your company, whether it is via your advertising, PR releases, website, social media, events, networking, face to face meetings, emails, phone calls etc. Do they get the same consistent message at every contact moment? Remember that every contact moment is a marketing opportunity and an opportunity to get your brand and key marketing messages across.

Here is a quote from Earl Nightingale that sums it up beautifully:

Whatever we plant in our subconscious mind and nourish with repetition and emotion will one day become reality.

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