Many entrepreneurs approach marketing as a sprint to the close-by finish line at which point the sales will flow like a waterfall and the phones will ring off the hook as soon as the promotion starts.
After all, look at all the similar products that are not as good that are doing so well. Those products are on store shelves, on television, in movies, all over social media. Certainly, my product, being superior, should take off just like those did, right?
If things don’t take off, they assume failure, become disappointed and may even blame their marketing team/PR firm/ agency, etc. for the “lack of results.”
What they don’t realize is that marketing is a MARATHON not a SPRINT.
Building a successful marketing campaign takes:
- Fine Tuning
And still more … Persistence.
It’s a marathon, not a sprint. So, if you’re not in it for the long haul, you’re setting yourself up to fail.
Those apparent “overnight success” marketing campaigns took months of planning & preparation, and still more months of testing, adjustment, and adaptation to fine-tune the campaign and promotional tactics that created the appearance of an instant win.
One can always spot, as Mark Cuban likes to call them, a “wantrepreneur” by their lack of preparedness, patience, and persistence.