What Should You Do if Your Marketing Fails
| | Monday, July 11, 2005 @ 09:38 AM EDT
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Contributed by: Jason Van Orden
Jason Van Orden Properties
Read more archived articles about Marketing
I hear it all the time. "I sent out some postcards but nothing much happened so I gave up." An investor tries one marketing campaign, it doesn't get results, so they quit.
They think that if it "failed", it must not be worth doing.
I understand that it can be discouraging when you don't get
the results you want. I have had my fair share of "failures",
too.
You'll notice that I put quotes around that word, though.
Master marketers have this fundamental rule embedded in
their mindset:
*** In marketing, there is no failure, only feedback ***
The most successful people in the world have more failures
than people that ultimately "fail" in the end. A successful
marketer goes to bat more than the average. Obviously
they are going to strike out more. However, they are also
going to hit more home runs.
They understand that when things don't go as expected,
you learn something, adjust your bearings and move
forward.
There are a lot of variables to consider when you run a
marketing campaign. Marketing deals with human behavior
and psychology which can be hard to predict. It takes time
and patience to tweak things until you get the best
response.
You can't expect yourself to get everything perfect right out
of the gate. But you can get close.
Fortunately, there are universal marketing principles such
as those that I teach in the Renegade Marketing System. If
you learn and use these principles, you will start out ahead
of the game.
The tips covered in my Renegade Marketing System will
remove some of the variables and get you much closer to
the results you want.
After that, it is just a process of testing something, tracking
the results and then tweaking the campaign based on the
results.
If a letter doesn't work as well as you wished, try a new
headline. Maybe a different media would get a better
response. You might be mailing to the wrong kind of list.
Choose one thing, change it, try again and track the results.
*** Test, Track & Tweak ***
This is why I never run a marketing campaign without being
able to track the results.
I should point one more thing out. Marketing tests have
proven that you will get the majority of your response after
the first contact with the prospect.
You MUST follow up multiple times. Maybe the prospect
wasn't ready the first time. Maybe he was distracted by
something that day. People have a lot on their minds.
Things change. Keep trying. If you don't follow up you are
leaving the majority of the response (and ultimately your
profit) on the table.
So when your campaign "fails" to perform like you want it to,
tweak it, change one thing, test it, and track the results.
And always follow up.
Note: Jason Van Orden was President of the Salt Lake Real Estate Investors Association. He also teaches investors marketing systems to find more deals and make more money with a minimum investment of their time and money.
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