Are You Killing Your Marketing Efforts With Shortcuts?

Take a moment and go back in time with me.  Think back to just about any test you had in high school (stop cringing, we haven’t even started yet.)  In particular, lets recall the ones where we didn’t do so well.

More often than not, the scores we got on those tests were directly related to the attitude and motivation we had going into them.  I recall numerous occasions back in the day where there was a test coming up for one of my classes and I put off the study.  I remember notes from class, I skimmed the content in the books, I felt confident enough that I could take care of what was important to me first and worry about the test later.

Of course that position changed the night before the test. Every time.  Just about everyone has had that cram session right before an exam to make up for the wasted time throughout the week.  The test results were usually less than appealing.

So if shortcuts didn’t work back when we were in school, what makes us think that our marketing efforts will survive if we start taking shortcuts now?  This isn’t exactly the kind of business where a drive-thru is applicable.  I do understand why people take shortcuts.  The shadow of a looming deadline and the incessant demands from above mean that results are required sooner rather than later.  Even without the suits hovering like vultures, any marketer is going to have their eye on success.

Strategic planning isn’t just done for gits and shiggles.  These are important aspects that have to be covered and understood before you start throwing together content, brochures, direct mail, reports, etc.  It’s you’re the one doing the marketing, and especially if it’s your business, then you have a responsibility – you owe it to yourself – because you’re about to spend a lot of money and you need to make sure that it’s spent properly.

Here are a number of reasons why you should stop what you’re doing and rethink things – because you’re dangerously close to taking shortcuts.

-If you don’t have a marketing plan, either specific or broad reach.
-If you’re not able to describe your ideal consumer or targeted buyer.
-If you can’t explain how you’re relevantly different from your direct competition.
-If you don’t know how to follow up on the leads you receive through marketing.
-If you’re not sure how to communicate what your business is offering.

If you take marketing shortcuts, you’re on the fast track to cripple your company.  While it may seem like an effective way to cut costs, it will cost you more in the end to make shortcuts in your marketing.  If you develop a strong strategy from Go, then those key decisions will actually make your entire operation run more efficiently which will, without a doubt, save you money.

Marketing shortcuts will never bring the results you need for your business to succeed, and somewhere in your school transcript there are some test scores to prove it.

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