I get these sorts of questions frequently from new clients:
“Why aren’t my Facebook Page posts getting more likes?”
“Why isn’t my website getting more views?”
“How can I let more people know I’ve written / made / created / offer the best service / product in my area?”
“When will people start responding to the emails I’m sending them about our product / church service / nonprofit fundraising?”
“What is the best way to market this because what I’ve done hasn’t worked so far?”
After being in the marketing world for almost 20 years now, these are among the most common questions I get from people just beginning to take marketing seriously (and have hired me to help them realize that vision).
We’ve all asked ourselves similar questions after the initial excitement of an idea has faded away due to the lack of engagement from everyone else who didn’t respond the way we wanted.
But that’s the beauty of marketing… it’s a system of nuance and subtleness and not a blunt tool. It’s not meant to “convert” (that’s sales) as much as “persuade” … and that takes extra effort and thinking outside of our own heads. Some do that with data. Some do that with incredible gut instincts.
Nonetheless, don’t fall into the trap of letting your own perspectives dictate all of your marketing efforts…
The dilemma for my boss, for me and for you – as humans – is that it’s very difficult to admit that you were wrong, or even stupid. It’s is the last thing someone will admit. The alternative is, instead of believing the evidence, you double down on your initial belief – belief perseverance – and say it’s the other person who’s wrong.