The biggest marketing problem most professionals have is…Getting stuck. Stuck in the muck. Stuck in the muck that sucks them down into sameness. They cannot take the step to do something different then either they have been doing or someone they know has been doing.
When they see a new marketing idea they think…
“I’m just not sure if it will work for ME.”
They want to know…
“Is there someone I can talk to that has used this idea to see if it works?”
“How exactly are professionals like me using this idea to increase their bottom line?”
“My business is different, how would it work for me?”
I hosted a national conference for 150 of the top financial advisors in the country last week in St. Louis. One incident really pounded this problem home to me.
I had just rolled out a new and unique marketing system (1-2-3 lead generation) that had been used very successfully by 5 different advisors across the country. These 5 advisors that had utilized the system successfully looked nothing alike. They were young, old and in between. They were in cities, suburbs and rural areas. They had experience levels from 3 years to 29 years.
And yet they had all utilized the system to create huge revenues.
They had spent on average about $500 on the system and had huge success with it. They had average over $15,000 in commission using it. Not bad huh? $500 investment converts to $15,000 in commission. What is that a 3,000% return on investment?
So here’s the funny thing. As soon as I presented it, the questions started flying. These top advisors wanted to start changing it immediately. They started to come up with reasons as to why this marketing system wouldn’t work.
And then our keynote speaker stood up and marched up to the podium and grabbed the handheld mike and shouted,
“WHAT IN GOD’S NAME IS WRONG WITH YOU PEOPLE? MIKE JUST GAVE YOU A SYSTEM THAT HAS HAD 100% EFFECTIVENESS WITH 5 OF YOUR PEERS AND YOU HAVEN’T EVEN LEFT THE ROOM YET AND YOU WANT TO CHANGE IT!………
GUYS! TAKE THE SYSTEM. GO HOME AND IMPLEMENT IT AS INSTRUCTED. AND REAP THE REWARDS…
OR SPEND THE NEXT 6 MONTHS REVAMPING IT TO YOUR TASTES AND CREATE SOMETHING THAT IS GOING TO SUCK!”
With that he put the mike back and walked back to the back of the room where he had been observing.
There was complete silence for about 15 seconds and then the whole room burst out laughing. They had been caught practicing the biggest pitfall a professional has…taking something that is proven successful and Trying to change it before they Try it!
People, instead of convincing yourself why marketing technique will or will not work. Try it. Let the results speak for themselves. You will never believe it will work for you, no matter how many testimonials, until you see it work in your practice.
If a marketing technique does not cost an arm and a leg, just try it and quit trying to figure out why it won’t work. Marketing experts get paid hundreds of thousands of dollars to do that and they are still wrong more often than right!
As Nike says,
Just do it!