December 13th, 2008
by Lorrie Thomas
Change is hard because people overestimate the value of what they have
-and underestimate the value of what they may gain by giving that up.
~James Belasco and Ralph Stayer
I love this quote – fear of letting go is the biggest devastator of smart marketing. It is a grande pattern in our practice to see professionals unwilling to let go of old practices/beliefs to open new possibilities (that can mean mo’ money honey !!) Progress means taking steps in new directions, not just spinning in the same place. I hear all too often things like; “but we have always advertised with X” or “well, we paid a lot to redo that website, so we are not willing to revisit that” or “everybody says they love that brochure, site, etc.” Professionals can get too engrossed in their own work (lots of times because they are the ones who played a role in it and become overprotective of it)
We know, change is scary, we are here for you
Don’t get me wrong, I am a big fan of leveraging the heck out of great marketing collateral and don’t ever like to change things for the sake of change, wasting time on projects that spin wheels is not cool! What I want this quote to illustrate (and what I want you to think about when you read this) is that too often, marketing professionals and business owners get stuck in liking marketing collateral or tools that they have that they cannot see the value of what they can gain by letting them go.
As a Marketing Therapist and professional disher-outter of tough love and empowerment, it is my job to push professionals to new marketing heights. To win, you need to think critically about how well marketing tools, strategy and plans will SERVE and SELL products and services. Being willing to give up old rules and ideas and being willing to think ahead to test new ideas will always keep professionals on top of their game.
Today is the day you shift your thinking to be a web marketing rockstar…here’s how to start:
Marketing is not about you (I know, ego crush, sorry), it is about your customer, shift your thinking (and get over yourself) and think about how giving up some old relic marketing you may have had a role in developing in the past can better serve your current and prospective customer. When you look at it that way, it’s easier to let go of the ledge. Marketing is not about you, it’s about your customer…you are in marketing to SERVE, sometimes letting of what you have helps you serve better…….got it?? 
Marketing is a never-ending process, results change, rules change, your customers patterns change. Doors have to close for new ones to open. Letting go fear and making yourself able and willing to reach new heights with ongoing marketing attention is what will help you rock your business.
Web Marketing is the most amazing marketing tool….if it is used wisely. Paste this quote on your desk, keep reading this blog, educate yourself and never be willing to settle!
Web Marketing Therapy Related Links:
- Picasso Power – Get Web Marketing Motivation!
- Web Marketing Needs to SERVE to Sell!
- Marketing Motivation – Attempt the Absurd
- Web Marketing Inspiration
