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Why Testing Your Marketing Over Time Is Vital

by | Sep 27, 2021

Pro cyclist Fabio Jakobsen recently ran a ‘spot the difference’ competition on his Instagram.

Well, spot ten differences, actually.

He’s a happy bunny as he’s got ten new teeth.

The others were knocked out in a crash a year ago. It was awful. A crash in a sprint finish, a 70kph job. He had to be put into an induced coma and everything.

But here he is, a year later, currently winning stages at La Vuelta, one of the three big tours.

How amazing is that?

Something that would have stopped most people in their tracks. But Fabio said he wasn’t a quitter.

Giving up’s easy to do. We’ve all done it at some point.

Giving up on your marketing

I see people give up on various forms of marketing all the time. They quit because it’s painful. It takes them out of their comfort zone. There’s learning required. Stuff changes constantly and no one tells you – it’s your job to keep up.

It takes up too much time.

Or it’s boring. Let’s face it – checking ad stats and search engine rankings every day isn’t the stuff that dreams are made of.

But often business owners quit on a marketing pillar because it doesn’t work straightaway. They’re only prepared to put up with a little bit of pain.

They put an ad in one edition of a magazine. “What a load of rubbish – I didn’t get a single phone call.”

They turn up to one networking meeting. “Didn’t get any business. Waste of time.”

Etc. etc.

Successful marketing requires time

You’ve got to give your marketing time. Rome wasn’t built in a day. And use this time to test it properly. Then you can make an informed decision.

How much time? That’s the million dollar question. I’ve talked about this before and generally it’s a year.

So if you’re tempted to put an ad in the county monthly glossy, be prepared to run 12. (And work smart on the design; usually it ain’t the magazine that’s rubbish – it’s the design of the ad.)

Same for networking, website Search Engine Optimisation, podcasts….

We’ve just welcomed a new client to the good ship Codebreak. A top bloke. And what sealed the decision for him? It was because we’ve recorded over 400 hours’ worth of podcast content. He figured Joel and I must know what we’re on about if we can talk that much about marketing!

But our podcast took six months to kick in. Six months of b*gger-all results. And most businesspeople would have stopped recording by that point. They would have moved onto the next shiny bright thing.

So… do you quit too early?

Or do you get back on your bike?

I’ll leave you with a Marilyn Monroe quote, one that’s on the wall at Codebreak HQ:

“You’ve only got three chances in life: give up, give in or give it all you’ve got.”

As ever, if you’d like to know more about the proper execution and testing of your marketing, book a Discovery Call.

Until next time, stay hungry.

Codebreak - Stay Hungry - Direct Response Marketing

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