Reframing A Bad Marketing Experience

December

22

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What should you do when you've had a bad marketing experience? We've all had them, unfortunately. Whether you tried something that failed miserably or hired an agency that cost you a ton of time and money, we've all been there, and there's an empowering way to move forward. And that's what I want to focus on in today's episode.

Join Tim Fitzpatrick for this week’s episode of The Rialto Marketing Podcast!

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Reframing A Bad Marketing Experience

What should you do when you've had a bad marketing experience? We've all had them, unfortunately. Whether you tried something that failed miserably or hired an agency that cost you a ton of time and money, we've all been there and there's an empowering way to move forward. And that's what I want to focus on in today's episode. Hi, I am Tim Fitzpatrick with Rialto Marketing where we believe you must remove your revenue roadblocks to accelerate growth and marketing shouldn't be difficult. So thank you so much for taking the time to tune in.

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Reframing A Bad Marketing Experience

So the episode today, I'm just going to jam on this topic of reframing a bad marketing experience. And the whole idea for this episode actually came up. I was watching a TV show recently that spurred the idea. And I was watching SEAL team. If you're into military stuff, action type stuff, super cool show that is on Paramount+. So check it out if you're interested in it. But one of the main characters in this TV show, his father died in 9/11, and he was actually he was talking to someone sharing his thoughts on about his father dying in 9/11. And this character had carried so much stress and guilt around for years because he felt like the reason his father died in 9/11 was because of him. His father was a firefighter and something happened on 9/11. He had actually done something that caused his father to go to work that day. His father wasn't going to work that day, but this character had done something, caused his father to go to work. And his father went in, ended up getting called at the Twin Towers, and he died at the Twin Towers. And this character carried that around for years. And the person he was talking to basically said, Hey, I can see how you might feel that way, but have you ever thought about the fact that... How many people did your father actually save that day and alter their life because he went to work that day? And so the way he was thinking about it, and this character was thinking about it, was frankly not very empowering. This person gave him a reframe of, Hey, think about it this way. The way that he was reframing it was so much more powerful. I see this happen all the time with bad marketing experiences.

When we have bad marketing experiences, there are two schools of thought that I see commonly. One is, Oh, I've done all this marketing stuff. It didn't work. Marketing doesn't work for me. I'm not going to do it. Then the more empowering way I see people thinking about it is, I did it. It didn't work. What can I learn from this? What can I learn from this and make gifts and course corrections so that I can do it better? The latter is really the only way that you're ever going to be successful with marketing. Because the reality with marketing is most of marketing that we do does not work. A lot of people won't tell you that, but that's the reality. Even as marketers, we're doing things that aren't working day in, day out. I'll give you a perfect example. I got an email from a really successful marketer last week who is sharing some of his experience in ramping up a new offer. Okay? And basically what he is doing to scale up his business is he's using paid ads. I don't know whether it's Facebook or Google ads that he's using, but he's using paid ads to ramp up his sales. He's selling a product in a specific market. And he was like, Look, I'm scaling up my ads, but it's not where I need to be. Nine out of the 10 ads that I tested last week failed, but he's like, One worked. What's my business going to look like if, rather than testing 10 ads, test 100? If I test 100, I've now got 10 winners. Ten winners. And that is going to drive my business.

So what's he doing? I think what we need to do, whether you're leading your marketing efforts or not, the way we need to think about marketing is this evolutionary process where we've got an idea, we're going to test it, and then we're going to learn from it. That idea can be a campaign, a plan of some kind, but you're going to put something together, you're going to test it, and you're going to learn from it. And then what you learn from it, you're going to use to wash, rinse, repeat. You're just going to continue to iterate and get better and better and better. And when we think this way, what we're doing is we're actually focusing on problem-solving. I'm going to test it. Something didn't work as well as I wanted it to, or it did work, but what can I continue to do to make it better and better? When we think about marketing from this mindset, we're shifting from both problem-focused to problem-solving, which is so, so important. It's a subtle shift, but that's how we're going to see success. Because this mindset of, Oh, I've tried marketing, it doesn't work. Look, it's crap. Okay? Marketing does work. There are just people that have gotten to a place where they're like, I've done this, it didn't work. So it doesn't work for me. No, you just didn't do it long enough to figure out what is going to work for you because it does work. I don't care what business you're in. So it's this subtle shift from focusing on problem-solving rather than problem-focused. And realize, go into marketing knowing that, I've got to have an idea, I've got to test it, and then I've got to learn from it, and I'm going to wash, rinse, repeat. The marketing you do that fails helps you get to the marketing you're going to do that's going to actually work. When you find the stuff that works, it makes all the things that you tested that failed worth it. That's the only way you're going to get to the things that work. Nobody starts and hits a home run from the beginning. They just don't.

So think about it as this iterative process that you're going to learn as you do it. That's how you're going to be successful. Shift, reframe these bad experiences from not from, Oh, I did it. It doesn't work, to, What can I learn from this? And now what am I going to do now? To test and learn more. You're just constantly iterating, right? So to be successful with marketing, we've got to be focused on problem-solving. Super important.

Now, I want to share one last thing with you that I think you'll find super helpful. Marketing fails for fundamental reasons. And within the revenue acceleration system that we use, there are three fundamental areas of marketing where I see people hitting roadblocks, hitting revenue roadblocks: strategy, planning, and leadership. Strategy, planning, and leadership. Think of strategy like your fuel. Planning is where we're choosing the vehicles that we're going to use. Leadership is where we're jumping in and we're actually taking action. We're implementing, we're executing, and we're optimizing our marketing on an ongoing basis. Marketing fails in one or multiple of these three fundamental areas. You have to have all three of these in alignment for your marketing to be cooking and working and cranking out a strong return on investment. So if your marketing is failing, it is failing in one or multiple of these areas, and you need to identify where it's failing, remove that roadblock, and then test and learn. Okay?

Conclusion

So I hope you found this helpful. Don't go into the... Don't be like Eyor, right? Oh, I've tested marketing. It doesn't work. Everything failed. I'm not going to do it. No, that's the Eyor mentality. Get out of it. Get into more of a powerful growth mindset and realize that marketing is all about having an idea, testing it, learning from it, and wash, rinse, repeat. You will be successful if you do that, but you've got to do it consistently over time. I've seen it play out time and time again. So I hope you found this helpful.

If you want to identify where some of those roadblocks might be in your business that I just touched on, you can do that over at RevenueRoadblockScorecard.com. It takes less than five minutes, tons of value there. If you want to connect with us, you can also do that over at rialtomarketing.com. I would be happy to jump on a Free Discovery Call with you and help you push through some of the existing current roadblocks you're running into with your marketing. So check us out either RevenueRoadblockScorecard.com or go over to rialtomarketing.com. Thank you for watching, listening. I hope you found this helpful. And till next time, take care.


About the author, Tim Fitzpatrick

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