Flip flops are for the beach, not marketing
Every week, we’re answering common questions from CEOs about marketing. Here is this week’s question...
“How do I keep my marketing on track?”
Be consistent.
We see it too often—marketing that jumps quickly from selling product A to product B because the marketing “wasn’t working.”
Let’s take an electrician, for example.
They install generators and wiring for home renovations.
A generator solves a problem—it fulfills a need.
It keeps the lights on when a tree falls and knocks out the power.
On the other hand, a home renovation reaches a goal—it fulfills a want.
New recessed lighting and outlets upgrade your living space.
Now, if the electrician markets generators for two months, then home improvement for three months, and then goes back to generators, they won’t see results.
It’s because they’re flip-flopping.
They’re not being consistent.
They’re changing things up in a big way and not allowing their tactics to build momentum.
If you want to do consistent marketing and your budget is small, choose one direction.
If you have enough of a budget, choose two directions.
Do it consistently.
Set yourself up to gain momentum.
An easy, organized way to do this?
Your Answer Vault gives you a framework of 50 blog-style pieces to focus on.
It builds momentum by giving you a list of what to write and send out on a regular basis.
You’ll stay consistent and on track.
You’ll stop the flip-flop.
