If a ship sets off on a voyage and it’s just a fraction off course, it will end up massively off course, unless it quickly adjusts it’s direction.
Why am I sharing this with you?
Businesses are the same
When your business isn’t achieving the targets you set for it, you need to quickly adjust your direction. More of the same is not an option. Doing what you did yesterday, only a little better, isn’t going to work either. And working hard, when your hard work isn’t getting the results you need, is a lousy strategy too.
In fact, it could push you further off course. Allow me to explain.
I was prompted to write this, after a reader booked a one-to-one marketing session with me, so I could show her how to “get more traffic” to her website.
She had wasted years going in the wrong direction. Her focus had been on doing everything she could think of, to increase traffic to her website. What she should have been focused on, was how to turn her website into a business generating machine.
Now, her focus is all about how to get bankable results from her website. She’s aiming for new client enquiries, not traffic. The difference is huge. She’s now heading in the right direction.
Think about it: Marketing success comes when you do the right things, correctly. Since 1995, I’ve worked with thousands of business owners. I’ve found that the vast majority of them copy the kind of things they see other small businesses doing. They do this, even though most small businesses go broke and the majority of those that survive earn peanuts. As a result they end up, at best, doing the wrong things reasonably well.
Yes, you can eat a bowl of soup using a fork, but it will take you hours. You could practice how to get the maximum amount of soup onto the fork, but it won’t make much difference. It makes far more sense to use a spoon.
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Originally posted on this blog
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