When It Comes To Marketing, Consistency and Discipline Beat Shiny Objects Every Time
When It Comes To Marketing, Consistency and Discipline Beat Shiny Objects Every Time
Buying into the immediate gratification thought process is exceedingly dangerous for an entrepreneur. It is directly at odds with two of the most important traits embodied by all successful entrepreneurs – consistency and discipline. There is little glamor in being disciplined and consistency is often viewed as boring, so these traits don’t get much press. However, they are more important than 90% of the activities on which most on-line entrepreneurs spend their time.
For many entrepreneurs, the allure of “shiny objects” draw precious attention away from the focus that they need in order to become truly successful marketers. Many of these items are, in and of themselves, valuable tools. But they need to be purchased and used wisely, with discretion. The true cost of these items may be more than the price tag you see on their website. Chase too many of these trinkets and it may cost you your business.
Best Intentions, Wrong Actions
All anyone wants from their marketing is to identify what converts well as rapidly as possible, and then just repeat the process multiple times. This is understandable and completely valid. However, the message that entrepreneurs must take to heart is that the question is not really about which strategy to use.
Any marketing strategy can yield results if you stick with it day in and day out. (Assuming that your message is sound and appropriately targeted, but that is a subject for another time.) The key is to concentrate your efforts, monitor your progress and refine your campaigns, not just to scatter your shots and then look for a blood trail.
This is especially true when your efforts are just beginning. Too many on-line entrepreneurs are so unsure of how they should market that they decide to try everything at once, almost at random. These folks rapidly become overwhelmed and exhausted by running around chasing various strategies and tactics without any coherent method to their madness. This activity is further complicated by the barrage of “shiny objects” that get thrown at them faster and more furiously as they wait for their efforts to produce results.
There are many examples of highly successful marketers who owe their success to a specific form of on-line marketing. You can find a guru for every camp! Many of them are almost handing out the step-by-step instructions they used to create their success. The obvious contradiction is that precious few of their followers are actually duplicating their results.
How do you explain the dichotomy? It all comes down to the fact that the majority of aspiring on-line entrepreneurs have the wrong mindset about their marketing at the outset. They operate under the assumption that if a form of marketing is going to work, it will work right away, relatively easily. (This expected ease may, in fact, be what they thought they paid for if they bought a "shiny object".)
A Better Alternative
The most important lesson to learn from the gurus is not the details of their latest new tactic, but rather to understand how their knowledge reflects the importance of mastering each form of marketing, one at a time.
Instead of being a dabbler, I suggest that you create a 2-3 month action plan for any form of marketing you will try. Create specific objectives, such as to create 3 new adgroups a week, or to publish one piece of fresh, new content on a fixed schedule until you have 60 – 80 out there for the world to find.
As an added incentive, form an accountability group of your peers to whom you will answer regularly. They will keep you honest even if you don’t feel like continuing, or when some resistance or doubt is creeping in. They can also help prevent you from jumping into additional forms of marketing until you have mastered the rhythms of those you’ve already started.
The beauty of marketing is that it is entirely within your control. That is, so long as you have some basic control over your own mindset. When you have the patience to exercise discipline and consistency with any proven form of marketing, you will gain the momentum you seek.
When It Comes To Marketing Consistency and Discipline Beat Shiny Objects Every Time - To learn more about this author, visit Chip Wilson's Website.
Like this article? Share it with your friends
 |
Free Download - When It Comes To Marketing, Consistency and Discipline Beat Shiny Objects Every Time By Chip Wilson |
Our world is dominated by the psychology of immediate gratification. The Internet only exacerbates this problem.
Buying into the immediate gratification thought process is exceedingly dangerous for an entrepreneur. It is directly at odds with two of the most important traits embodied by all successful entrepreneurs – consistency and discipline. There is little glamor in being disciplined and consistency is often viewed as boring, so these traits don’t get much press. However, they are more important than 90% of the activities on which most on-line entrepreneurs spend their time.
For many entrepreneurs, the allure of “shiny objects” draw precious attention away from the focus that they need in order to become truly successful marketers. Many of these items are, in and of themselves, valuable tools. But they need to be purchased and used wisely, with discretion. The true cost of these items may be more than the price tag you see on their website. Chase too many of these trinkets and it may cost you your business.
Best Intentions, Wrong Actions
All anyone wants from their marketing is to identify what converts well as rapidly as possible, and then just repeat the process multiple times. This is understandable and completely valid. However, the message that entrepreneurs must take to heart is that the question is not really about which strategy to use.
Any marketing strategy can yield results if you stick with it day in and day out. (Assuming that your message is sound and appropriately targeted, but that is a subject for another time.) The key is to concentrate your efforts, monitor your progress and refine your campaigns, not just to scatter your shots and then look for a blood trail.
This is especially true when your efforts are just beginning. Too many on-line entrepreneurs are so unsure of how they should market that they decide to try everything at once, almost at random. These folks rapidly become overwhelmed and exhausted by running around chasing various strategies and tactics without any coherent method to their madness. This activity is further complicated by the barrage of “shiny objects” that get thrown at them faster and more furiously as they wait for their efforts to produce results.
There are many examples of highly successful marketers who owe their success to a specific form of on-line marketing. You can find a guru for every camp! Many of them are almost handing out the step-by-step instructions they used to create their success. The obvious contradiction is that precious few of their followers are actually duplicating their results.
How do you explain the dichotomy? It all comes down to the fact that the majority of aspiring on-line entrepreneurs have the wrong mindset about their marketing at the outset. They operate under the assumption that if a form of marketing is going to work, it will work right away, relatively easily. (This expected ease may, in fact, be what they thought they paid for if they bought a "shiny object".)
A Better Alternative
The most important lesson to learn from the gurus is not the details of their latest new tactic, but rather to understand how their knowledge reflects the importance of mastering each form of marketing, one at a time.
Instead of being a dabbler, I suggest that you create a 2-3 month action plan for any form of marketing you will try. Create specific objectives, such as to create 3 new adgroups a week, or to publish one piece of fresh, new content on a fixed schedule until you have 60 – 80 out there for the world to find.
As an added incentive, form an accountability group of your peers to whom you will answer regularly. They will keep you honest even if you don’t feel like continuing, or when some resistance or doubt is creeping in. They can also help prevent you from jumping into additional forms of marketing until you have mastered the rhythms of those you’ve already started.
The beauty of marketing is that it is entirely within your control. That is, so long as you have some basic control over your own mindset. When you have the patience to exercise discipline and consistency with any proven form of marketing, you will gain the momentum you seek.
When It Comes To Marketing Consistency and Discipline Beat Shiny Objects Every Time - To learn more about this author, visit Chip Wilson's Website.
Like this article? Share it with your friends
 | |
 |
No article feedback found. |
| |
Leave Your Feedback |
 | |
| |||
John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
|||
Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
|||
Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
|||
Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
|||
Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
|||
David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
|||
Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
|||
John AlexanderJohn has taught keyword research and SEO skills to small groups of business owners and Webmasters from over 80 different countries world wide since 2002. John is also the Director of Search Engine Academy ; Co-director of Training at Search Engine Workshops offering live, SEO Workshops with his partner SEO educator Robin Nobles, author of the very first comprehensive online search engine marketing courses at SEO Training Online and the SEO Workshop Resource Center. I look forward to hearing from you! - Visit John Alexander's Website |
|||
|
To learn more about the Evan Elite Author Program please contact us. | |||
 | |
|  |
Subscribe to Chip's articles
 | |
|
|  |
 | |
|
| |
 | |||||||
|
Referred by: http://jaykubassek.com
 | ||
 |
||
 |
||
|
||
|
| ||
 |
| Have you written articles that would be of value to entrepreneurs? Become an expert on our site by publishing them! Expose yourself to a wide audience, drive more traffic to your website and get more sales! Click Here for details. |
|
|
 |
| Modeling the Masters: Learn the true secrets behind Walt Disney's business success factors & grow your company! Video produced by Phanta Media |
|
|
 |
"Learn straight from Evan how you can Make a Full Time Income (And More) from a Website"
Click Here To Learn More |
|
|
|
|
Get advice & tips from famous business owners, new articles by entrepreneur experts, my latest website updates, & special sneak peaks at what's to come!
|
|
|
 Visual Pipeline Why MLMs Fail New Sales Leadership Paradigm Success & Happiness Telemarketing Success |
|
 | ||
 |
The Top 10 GTD Times Posts
Best Posts for Productivity | |
 |
Top 50 Niche Blogs 2009
Top 50 Niche Blogs 2009 | |
| ||
 | ||||
| ||||
|
| ||||
| ||||
|
|
|
|
|
||||||||||||
|
Email us your ideas on how to make our website more valuable! Thank you Sharon from Toronto Salsa Lessons / Classes for your suggestions to make the newsletter look like the website and profile younger entrepreneurs like Jennifer Lopez and Sean Combs!
|
|
|
| ||||||||||
|
| ||||||||||
|
|
||||||||||