The Grand Poohbah Speaks:

Hector, my tall, dark and handsome 12-year-old Labrador is having intestinal troubles. It’s been going on for a couple of weeks and despite our efforts the vet and I can’t seem to pinpoint the cause yet.

I’m sharing this with you not to be gross (though I do love to stir that pot every now and again!) but because it struck me that the situation has similarities to what happens in our marketing.

We can tell something isn’t right by the results we’re getting (or not getting). Then we need to persistently experiment until we figure out what the problem is so we can come up with a satisfying solution.

And just like Hecky’s health issues, it’s an on-going process. This month it’s his stomach, last month it was his hips, next month it’ll most likely be something else.

So for those of us paying attention to our marketing, there will always be something we can improve - the amount of traffic to our website, the conversion rate of a sales campaign, our “elevator speech.”

Take heart because these adjustments and refinements are a good thing. They are, in fact, a solid indication of the health of your marketing, and in turn, of your business.

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This entry was posted on Monday, May 19th, 2008 at 10:42 am and is filed under Marketing Planning, Business Planning. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.