When we encounter new information we are forced to make a choice.
One choice is to disregard the information because it does not fit our view of the world.
The other choice is to embrace the information and think "What does this mean to me?" or "How can this help me?"
Unfortunately, too many business people take the first choice – to disregard information - and let opportunities pass them by. You see, for most of us change is uncomfortable. So we stick with what we have always done, even if it is not working well.
But it is up to us to find out the truth about marketing. That is, the truth about how to market our own business. Think of this as the "new marketing truth".
Although we can learn from what others have done, and get help from professional advisors, we also need to take action and learn from what we have done. We need to learn what works exactly for us in our own situation, with our own focus, our own priorities, and our own clients.
Get emotional
When we come across a new marketing truth, we should get emotional about it.
Have you ever been told about a marketing idea and then felt excited, distressed, or even outraged about it. I hope so!
This emotion will push us to take action. We need to be motivated to make a change.
We need to take the new marketing truth and get enthusiastic about what it means for our business. Will it help us get more clients? Will it mean we can reduce our promotional costs? Will it help us stand out from the competition?
Re-wire your brain
The challenge with new truths is to take action. As international speaker and author Cyndi O'Meara explains, we need to re-wire our brain one behaviour at a time. So don't take on too much and expect instant miracles. Start with what you can achieve today, and increase your expectations from there.
The result of this action-by-action change will be a new set of marketing behaviours. You will take the new marketing truths and adapt them to your own situation. You will re-align your marketing behaviours to fit with what really produces results.
The outcome will be effective marketing tactics that you have specifically chosen and fine-tuned to suit your own purpose.
In summary:
You need to learn about the marketing truths that relate to your business.
You need to get emotional / motivated / enthusiastic to do something about it.
You need to start new marketing behaviours one at a time to re-wire your marketing brain. Don't take on too much at once and expect miracles.
Have You Found Any New Marketing Truths - To learn more about this author, visit Stuart Ayling's Website.
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Stuart Ayling
(Visit Stuart's Website)
Stuart Ayling runs Marketing Nous, an
Australasian marketing consultancy that
specialises in marketing for service
businesses. He helps clients to improve
their marketing tactics, attract more
clients, and increase revenue. For
additional marketing resources, including
Stuart's popular monthly newsletter, visit
his web site at www.marke
tingnous.com.au
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