Marketing Law 11 - Perspective

Far too often, we gauge our marketing success on the excitement, buzz, or “aha moments” we hear from our friends and co-workers. Effective marketing is much more like making an array of healthy lifestyle changes vs. doing a 2-day crash diet. Yes, the 2-day adventure might blow your mind, or excite your friends, especially if the scale moves quickly. But study after study shows that crash diets don’t last. In fact, they could do more long-term harm to your body than good.

We encourage our clients to remember that you have been convinced that your product or service is the best solution available for the problems your perspective clients are facing. You’ve worked hard to create this product or service and the conviction that it’s the best wasn’t gained overnight for you—and it will take time for your potential customers to realize the same.

Whether you’re embarking on a SEO campaign, billboard campaign, print advertising, or any other form of marketing, success will only truly be measured by long term success. Using marketing channels often takes longer than expected to get the message out to your audience. It takes more time than expected for that message to be internalized and for your target audience to consider a new solution to their problems. On top of that, it takes even longer for them to finally take action. So, trust your instincts, and trust the experts you’ve hired to help push your company forward. 5 years from now, you’ll be so glad you did.

Step back and maintain the right perspective. Don’t fall into the trap of becoming short-sighted and put your effort into marketing campaigns that help your business thrive over the long haul.

(Adapted from "The 22 Immutable Laws of Marketing" by Ries & Trout)