To be continuously improving results is the essence of good marketing.
I’ve mentioned in other posts and trainings (and often from stage) this concept, which Japanese refer to as Kai-Zen. There is no “100%” so your marketing and your results can continuously get better and better!
This also means some strategies and campaigns will perform better than others. It’s not about right or wrong, darts or laurels. It’s about listening to and learning your market. When a campaign is super successful, that’s great. No need to pound your chest.
When it doesn’t perform as well as desired, there is still an advantage, a profit, to the company. Edison tried 10,000 times to get a working lightbulb. His take on it? Not that he’d failed 10,000 times, but that he’d learned, progressively, 9,999 ways it didn’t work.
Relax. We’ve never taken anywhere near that long to create powerful, successful marketing programs! In fact, we have never had a program “fail” at all. There will be some that will outperform others… and that’s what everyone wants. And know that no matter the results, we can always make it better… and better… and BETTER!
