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My daughter, Violet, is
obsessed with gymnastics. She takes 2 classes every week, exclusively
plays on the monkey bars and rings during school recess, and rearranges
our living room each day to practice handstands, backbends, and other
moves that would leave me bedridden if I foolishly attempted them
myself.
But here's the thing...
she's not a good gymnast. When you compare her moves to the Olympic
gymnasts you see on TV, you'll wonder why Violet "wastes" so
much of her time on a sport she's so far behind in...
Violet can't even do a
cartwheel on the beam, let alone a back handspring!
Of course, I'm joking.
It would be ridiculous
for me to compare my young daughter to an Olympian and come to the
conclusion that Violet should quit gymnastics because she's not as good
as them yet. Nobody performs at an Olympic level when they are just
learning the sport. It takes many years of practice, and countless
missteps, falls, injuries, and failures along the way...
We all know this is
true not just for gymnastics, but for just about everything in life.
However, when we assess the performance of new marketing campaigns we
tend to forget this simple fact of life and we end up throwing in the
towel too quickly. In other words, if you don't see instant results,
then you declare the tactic does not work for your business.
Sound familiar?
One tactic, in
particular -- email marketing -- falls victim to this unfair analysis
at the detriment of many small businesses.
Read on to learn why...
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