Duct Tape Marketing Founder John Jantsch has shared a number of words of wisdom.
One of them is that effective marketing results from a coordinated, strategic approach rather than what might be called chasing the marketing tactic of the week. This is very common. You hear about what a fellow business owner did that got their phone to ring, their ‘likes’ to increase, etc. and you think, “Hey, that sounds like a good thing to do . . .”. So you do it.
But you’re playing ‘Follow The Leader’, marketing-wise, and . . . it’s not a wise thing to do.
The Problem with Playing Follow-The-Leader
In a business growth consultation I do with clients (The Profit Project™) I share a simple story.
“Assume you’re a bird. In a long line of birds. And the line leads to a very high cliff. As each bird moves up to the edge of the cliff, they step off and fly away. Now assume you realize that, while you’re a bird, you’re not an eagle like all the other birds. In fact, you’re a penguin. So if you attempt to fly off the cliff, you’ll fall like a rock and be killed or seriously hurt at best.”
Then I share a slightly different scenario . . .
“Assume you’re a bird. In a long line of birds. And the line leads to a very high cliff. But here’s the difference. The ‘cliff’ is made of snow and ice. You’re in Antarctica. And yes, you’re still a penguin. This time, you’re likely to survive your cliff jump and the other birds, presumably still eagles, are going to freeze to death.”
Even if another firm’s marketing tactic is productive, it’s likely due to a proper alignment between the marketing tactic/s they chose and the nature of their specific business. Your business is different. You’re unique. And, you may not be so successful — even if you employ the very same tactic as a ‘similar’ business.
Choose your marketing tactics based on who YOU are, not on what the business owner next to you is doing.