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I confess ... this post was triggered by something I did yesterday ... though, in truth, it was born a couple of weeks ago during a conversation with a client of mine.
Yesterday, I sent an email to my list inviting them to a virtual "open house" call a morning I set aside to take calls from anyone who wants to ring me to ask a question, get advice or get feedback on something for free. As I was writing, I was in that state of mind where I was sort of mentally congratulating myself.
Because if you ask me what benefit people get from subscribing to my newsletter, one of the first things I'd definitely say is, "Well, I regularly offer up space in my diary when people can just call me for a free short consultation."
Then, in a moment of realisation, it occurred to me that I had last offered an "open house" session, well, in fact about 2 years ago. How could that be?
Ah yes, I'd been making the mistake of thinking I did something and thinking I did it reasonably frequently when the reality was quite different.
Sharyn Singer, who's a naturopath passionate about the health benefits of food, was telling me how many of her clients say, and indeed, believe that they eat fresh vegetables regularly "with almost every meal". However, when they keep a food diary, they realise this is far from the truth.
Likewise, clients who are struggling to get the results they want from their marketing usually tell me about the many and varied marketing activities they engage in and conclude by saying "so, you see, it's just not working" whatever "it" is.
My next question is invariably, "OK, so when specifically did you last do that?" As in
"So, when did you last send out a press release / contact a journalist?" "So, when did you send out your last newsletter?"
Or, of course, "So, how often do you blog / tweet / answer questions on LinkedIn / update your website / attend that specific networking group ..."
And so on. You get the picture.
The one big mistake we can all make is to think we do something and do it consistently when in actual fact we fall short. We delude ourselves.
So, next time you feel something is failing to go to plan, stop and reflect before embarking on a change of direction. Are you truly giving whatever it is you're doing a fair chance? Are you honestly implementing it properly and consistently ... and often enough? Because it's only by actually doing 'the doing' that we get results.
If you think there's room for improvement, make a commitment to that first and then make sure you have an action plan to support and encourage you to make the "doing" actually happen.
If this sounds familiar, do share your story here!
Me, well I've added "open house" invites into my newsletter schedule every two months and I've made it a specific benefit for our Marketing Inner Circle so, no excuse now.
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