The Path Of Least Resistance Is Killing Your Marketing.
Ok, that’s a little dramatic.
But roll with me for a couple of minutes. I want you to take a second to think about the type of person you are. It’s hard, so let’s put a framework around it.
Ask yourself this question: Do you prefer convenience over quality?
If you answered anything other yes, you’re probably lying to yourself.
The tricky part about being a human is that we are driven to DO LESS. In fact, most of our entire existence is a constant effort to be as lazy as possible. Think about the most popular products, services, and technologies that have become successful in the past 50 years. It’s all been about convenience. Faster access, less waiting.
What does this have to do with your marketing?
You are most likely engaged in tactics that either feel good or look good. Not the ones that actually work the best.
Why would you do this?
Probably because successful, “tenured” individuals told you that’s what you need to be doing. The problem is that the tactics and strategies that used to work no longer do. At the very least they are no longer as effective as possible.
Oddly enough the path of least resistance isn’t always the easiest path. People still do cold calling and park bench signs because that’s what has always been done and it makes sense to them.
But times have changed.
However, there is one thing that will NEVER change. Something that has been the bedrock of not just sales but building successful business relationships since the dawn of business.
This one thing is a CORE part of every successful businesses marketing.
If you’re not focusing on this one thing, your marketing will absolutely fall flat.
Every single time.
Curious about what the one thing is?
Check out this video that explains it.