Many of you whom I have met may have noticed I have a teensy bit of a hair problem. This is not new. I have been shaving my head for 19 years and have always been a loyal Mach 3 user. Well one day, I ran out of my Mach 3 blades. It was bad. Five o’clock shadow on my head is not a good look. My lovely wife Sarah, aka the Coupon Queen, had a solution. She recently obtained a deeply discounted Schick Quattro. Oh yes, the four blade razor. I didn’t really have a choice. I used it. And you know what, it wasn’t too bad. In fact, it did a fine job.
What does this have to do with the busy professionals of the world?
So many times we give up on our marketing efforts toward a very specific type of customer we want, because they don’t respond immediately. If we don’t get instant gratification, we try something else.
Think about it like this:
- I did 7 sit ups yesterday and I’m still 40 pounds overweight.
- I put half a tank of gas in my car last week and now my car doesn’t run again.
- We put our house on the market last Saturday and we still don’t have any offers.
Sounds absurd, right? But that’s what we do every day with our business. We’ll try one or two random things for a short period, get frustrated, and move on.
Persistence is the key to getting new customers.
- If you are implementing a social media campaign, do not expect 1,000 likes and twice the revenue in a week. It will take time, good content, and a lot of interaction.
- If you are sending a newsletter, try it out for several months, before you declare people aren't responding to it. By the way, make sure you have good content.
- If you are networking and prospecting, do it several times a week. Not once in a while, as you have time. Also, make it a point to identify other people you want to work with and give them a reason to want to work with you. If they are already using your competitor don’t just give up and say they don’t need me. You never know when they will run out of blades:)