Nervous rabbit syndrome

Our previous post talked about the danger of focusing on one marketing task. It’s opposite is just as bad and often a whole lot more expensive. I call it “The Nervous Rabbit Syndrome.”

In the summer, I’ll sit on my deck and look out over the backyard. There’s a small family of rabbits out there who like to munch on clover for dinner. There’s also the neighbor’s cat often on the prowl and hawks in search of a tasty morsel. When the rabbits catch wind, quick as they can, they scurry here and dart there in a mad dash for safe territory. I see a lot of designers acting the same way.

They need work, so they send out a direct mail piece but don’t get any results. So they send out a release or buy an ad. No soap. They scrap those and try some cold calling. Nothing. That gets tanked and they try something else. After a pretty short time, they’ve sunk a boat load of dough into what they think is marketing with nothing to show for their hard earned cash.

As I’ve mentioned, marketing takes time. It takes multiple impressions to gain access into your prospects’ minds. Choose your activities wisely. Then give each one enough time to work, or be sure it’s not working. If not, then try something else. Over time, you’ll find those activities that work for you and your niche.

Until the next
Marketing Minute
all the best,
nt