When we see someone else having success with a certain marketing technique, we may be tempted to copy it. But often, when we borrow someone else’s “perfect” strategy, we find that it doesn’t work nearly as well for us. And that can be incredibly frustrating.
There is one truth in marketing: Not everything works. Many businesses will give up almost immediately if a marketing strategy doesn’t succeed the way they expected it to. So, your seminar didn’t draw the number of people you hoped? Does that mean the entire thing was a failure? Are you willing to try some changes to achieve a better result? You may need to tailor a strategy to your industry, company or target market. Using another firm’s successful strategy can bring us close to success — but often not all the way there.
A lack of success in one avenue of marketing can open the doors to a better marketing strategy overall. In marketing, the way to go from bad to great is by trying different things. If you haven’t employed a marketing strategy that failed to work perfectly, you probably aren’t taking the risks you need to. We want to give ourselves the best chance of success, but we simply cannot generate results if we don’t fine-tune our campaigns.