What One Thing Determines Your Marketing Results The Most?
Most business owners don’t know the answer to what’s the single biggest factor in their marketing results.
In fact, most people don’t know the answer to what’s the single biggest factor in the results they get in any area of their lives.
But the good news is that:
- The answer to both those questions is the same
- Once you know the answer, you can use it to change the results you get in any area of your life
- Everything you need to know to put this powerful info into action can be summarized in 2 simple flowchart diagrams
Ready to find out what one thing determines your results more than anything else? (Whether it’s marketing results or any other type of results?)
Excellent! Then let’s move on.
What Preferred Results Are You Getting?
Think about one area of your life where you’re currently getting the results you want:
- The cleanliness or orderliness of your garage
- How regularly you win at golf (or racquetball or Scrabble or whatever)
- One of your relationships (marriage, friendships, business partner)
- One of your employee’s performance or attention to detail
Regardless of the area of your life, there’s a good reason why you’re currently getting the results you want.
Still, you might not be aware of WHY you’re getting your preferred results.
Maybe you feel it just sort of happens that you get the results you want. Always has. Always will.
Or, in sharp contrast, maybe you’re very aware of WHY you’re getting your preferred results because you did NOT get these results at one time…but you’ve worked long and hard to get those particular results now.
Either way, all that matters is you ARE getting the results you prefer, and there IS a reason why.
And once you know that reason, you’ll be empowered to get preferred results in other areas of your life…like in your marketing.
Why Do You Get The Results You Want?
Still have that area of your life in mind where you’re currently getting the results you prefer?
Excellent! Now look at the flowchart below. Doesn’t it illustrate how this area of your life is currently working?
Maybe you’ve never thought of how this area of your life works before, but doesn’t that flowchart capture what’s going on?
You have a way of going about things. That determines what you do. That determines what you get. And since you like what you get, the whole thing gets reinforced.
In other words, you have a system that’s giving you what you want.
And so you’re continuing to work it over and over and over.
Why wouldn’t you? You’re getting the results you prefer, after all!
Now think of ANOTHER area of your life where you’re getting the results you want. Got it?
Now look at that flowchart again. You’ll see that diagram captures what’s going on there too!
Can you see how powerful it is to have a system like that?
And to be aware of how that system is producing results in your life?
I hope so…because now we’re going to look at how you can put this info to use in the areas of your life where you’re NOT currently getting the results you want.
How To Get The Results You Want
So now we know how you already get the results you want (system > actions > results > desires fulfilled > system reinforced).
We also know the process always works the same regardless of whether it’s marketing results you want or any other type of results in any other area of your life.
But how does this info help you in an area of your life where you are NOT currently getting the results you want?
Here’s how. By taking that first flowchart and expanding it to show you that you have 1 of 2 ways to respond when you’re NOT getting the results you want:
- The first way to respond does NOT create the changes needed to get your preferred results
- The second way to respond DOES create the changes needed to get your preferred results
Here’s what that expanded flowchart looks like.
See that new stuff sticking off to the right-hand side? That’s what’s been added since the first flowchart.
First it shows that when you don’t get the results you prefer, your desires are unfulfilled (see that purple box on the right!). In other words, you’re disappointed, or you feel pain.
But just because you feel pain or disappointment doesn’t mean anything changes…because you’ll see the flowchart shows the 2 possible ways you can respond when you’re not getting the results you want:
- Response #1: Do NOT change your system
- Response #2: DO change your system
Response #1: Do NOT change your system
If you go with Response #1, where you do NOT change your system, you just end up going right back to working your current system…
…the very system that did NOT give you the results you wanted in the first place…
…so you keep on NOT getting what you want.
Take a look at the flowchart again to see how that works:
Response #2: DO change your system
If you go with Response #2, you DO change your system…
…but you probably already noticed that changing your system is NOT a guarantee you’ll immediately get the results you want.
In fact, you COULD change your system, which WOULD change your actions, which WILL change your results…only to find you’re still NOT getting what you want.
But at least with Response #2 there’s the possibility of getting the results you want.
And new possibilities are exactly what we’re looking for when we’re trying to get new results.
In other words, you will NOT have a good reason to expect getting what you want until you CHANGE YOUR SYSTEM.
Yes, you might have to change your system multiple times, leading to new actions and new results each time, until you’re finally getting your preferred results.
But that’s the only true option you have if you want to go from NOT GETTING the results you want, to GETTING the results you want.
Your System Determines Your Marketing Results The Most
And to bring all this back full circle to your marketing results, that means it all comes down to this: your system is the single biggest factor in the marketing results you’re getting.
Not getting the opt-in rate you want? You need to change your SYSTEM.
Conversion rates too low? You need to change your SYSTEM.
Happy customers but less referrals than you’d like? You need to change your SYSTEM.
It might seem obvious…but then why don’t most business owners do precisely that? Why don’t they change their SYSTEM?
Most People Change The Wrong Thing
Instead of changing their SYSTEM, most business owners focus on changing the wrong thing. They focus on changing their ACTIONS.
We all do it. We think that if we change our actions, we’ll get different results.
And that’s 100% correct! IF we change our actions, our results WILL change…because the vast majority of the results you get in life are determined by your actions.
The only problem is that our actions are determined by our system.
So if you don’t change your system, you won’t be able to sustain changing your actions over the long-haul game that business is all about.
Sure you might change your actions for a while – send out a few newsletters, mail a few postcards, make a few follow up calls, ask for a few referrals – but eventually, if your system hasn’t changed, your actions will slip right back into what they were before.
Why? Because your system determines your actions.
No system change, no actions change.
Warning! Changing Your System Isn’t Easy!
Why is it hard to change your system?
Well, look at that flowchart again.
At the very top there’s that green box with ‘Your System.’ And on the far-right there’s that green box with ‘Your New System.’
When it comes to changing your system, it will usually be the case that you’ll actually have to be working TWO systems at the same time:
- ‘Your System’ (or your old system)
- ‘Your New System’ (or your latest attempt at coming up with a system that produces the results you want)
Why do you have to work TWO systems at the same time?
Because a business is like a river: once it starts, it can’t shut down for a while (or else it’s no longer a river or a business).
And that means you have to straddle your efforts between different systems, which means different sets of actions and policies and procedures and so on.
Not an easy task!
Which is why most business owners decide to just try changing some actions here and there. That’s MUCH easier!
So you send out a few newsletters, mail a few postcards, make a few follow up calls, or ask for a few referrals – but like we already saw, if your system hasn’t changed, your actions will eventually slip right back into what they were before.
It’s only natural. We’re creatures of habit, after all.
But that means that if you really want to get the results you prefer, you have to face the challenge of straddling TWO systems at the same time.
Sure, it’s not the easiest thing to do, but remember: no system change, no actions change.
What If You Don’t Have A System At All?
Maybe you think it will be easier for you because you don’t have a system at all…which means you won’t have to juggle between two systems at once.
But do you really not have a system at all?
No process documents or flowcharts?
No defined sales pipeline or funnel?
Just winging it with each new prospect or client?
Well, even if that’s the case, then THAT is your system: your system is that you do it differently every time.
And see how that system determines your actions? Your actions are different every time!
And see how your actions would change if your system DID include process documentation and flowcharts and defined sales pipelines and funnels?
Your actions would be consistent!
And consistency means you can do meaningful measurement.
And meaningful measurement means accurately knowing the results you are – and are NOT – getting.
And accurately knowing the results you’re getting means being able to make educated changes to your system to improve the results it produces.
And all that can even be built right into your system: measurement, analysis, proactive change…and then repeating the process.
Because ultimately that’s what a system should do for you:
“A system should give you a clear, documented, repeatable, step-by-step way to act so that you get the results you want.”
How Will You Change Your System?
So, if you can only change your marketing results by first changing your marketing system…and if it’s hard to change your system…how will you do it?
Where do you start? How do you stay on track?
That’s the kind of thing we specialize in here at Marketing Hospital!
Give us a shout to join our list of customers happy with the system changes they’ve put into place.
Toll Free: 855-713-7416
Local: 778-327-7943 (“Local” = Vancouver, Canada)
Here’s to you having a system that gives you your preferred marketing results!