Just a short note today.
I have a confession to make. I’m looking for a content marketing silver bullet. I’ve found some great blog growth hacks and other marketing tactics that work extremely well in certain situations but none are guaranteed winners. I should know better with almost 20 years of marketing experience, but like the Knights Templar, I’m still searching for the Holy Grail.
I think I might have found it.
It’s not a tool or tactic. It’s a marketing mindset, more accurately it’s a trait.
Pure dogged, stubborn, pain-in-the-butt persistence.
Businesses run by persistent people beat their competition and dominate their markets. Persistence is especially effective for small businesses and solopreneurs because they don’t have a safety net. They must stick with their strategy or shut the doors. This type of do or die situation brings out the best in people.
Three Ways to Apply Persistence
Customer Research Persistent
How well do you know your customers?
When was the last time you called up a potential customer and invite them to a no-pitch lunch where you politely and persistently probe for their unsolved need?
How often do you go back to customers to ask clarifying questions about their perception of your product and its relevance to their situation? Your customer’s response is the key to creating content that get’s read and shared. I guarantee you that most of your competitors would rather “guess” about their customer’s needs. Beat them with persistence.
One More Month Persistence
I’m certain that many marketing strategies are abandoned 30 days before they succeed.
Find the tactic that is “breaking even” and give it your focused attention. Sometimes a bit more investment, time, or expert help can turn a break even tactic into a runaway success.
For example, I almost abandoned the Pushing Social Podcast in March.
I was seeing some positive signs but I was running out of momentum and getting bored. I decided to give the Podcast one more month of going all-in. My renewed focus inspired me to change the format and invest in better equipment to make the podcast sound better and more polished. I asked a few of my readers to give me their frank opinion of the podcast and made a few important adjustments. My persistence was rewarded with the best month ever logging over 1300 downloads. Today, the Pushing Social Podcast is one of my best performing marketing platforms.
Product Launch Persistence
You know that product you are working on that you aren’t sure will work or can’t seem to finish? Apply some persistence.
Break the product down into simple tasks, finish them and ship your product. A business exists to sell product and you need sales to grow your business. So publish the book, create the new service, launch the podcast, or finalize that joint partnership. The sad truth is that most online and offline businesses fail because they simply won’t launch a product! Persist Until You Launch. Don’t stop until your readers see a “buy” button.
Why Persistence Works.
Business success usually goes to the most persistent.
Your competition will likely quit, this is especially the case with small to medium-sized businesses. Persisting past the first setback, the first bad month, or the first bout with burnout is often what it takes to finally succeed.