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Tuesday, July 14, 2009

A fresh day

Every day is different.

If you have the responsibility for overseeing your own business, you know that your assumptions and plans and even specific tasks will not always go as planned. You start the day with some expectations, and end up with something very different.

Understanding this variability is important in your marketing. The challenge is to develop (through experience) enough control
mechanisms so that, if one element isn't quite working the way it should, you can develop an alternative.

This is where marketers with solid advertising strategies have a natural edge over business owners "relying" on referrals and word-of-mouth.

With an advertising and lead conversion strategy, you can quantify your results and if elements aren't quite adding up, add resources or change course to achieve the results you are seeking. If you are passively relying on referrals, if for any reason these dry up, you are in trouble.

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