Stuck! We all know the word and we all certainly know the feeling. I was recently stuck in traffic. I hate traffic, as we all do. I am even responsible for being stuck in this traffic because I had a lapse in judgment, if not consciousness, when I agreed to be in Los Angles on a Friday! For those unfamiliar with Los Angeles traffic, it is next to impossible to drive south to San Diego from LA on a Friday and not encounter heavy, heavy traffic. I mean seven lanes of it, creeping along at five miles per hour. I am almost over it!
Notwithstanding traffic, we all get stuck in various situations and the one I want to focus on is being stuck concerning marketing efforts for your business. This is often referred to as “my business is different.”
Let’s say you recently did some promotion to a particular niche market and it did not work out the way you expected. You may feel stuck. About the method of promotion, about the niche you picked, or about what you actually offered. Regardless of the particulars, the critical aspect of the situation is how you will respond to it. That is always the only aspect you can control, and now you are in fact in a better position to get unstuck! You have more information than before so now you have the power to strategize about your next move.
You see in business, any business, and specifically in the legal business, few ever understand the fact that every marketing effort is really a test. With each marketing effort, you should make sure to follow the same steps:
- Track exactly what you do
- Record the results
- Store the results
- Remember to retrieve the results before you strategize your next marketing effort
By simply following these steps you will continue to gain valuable information that will put you way ahead of your competition and best of all you will not get stuck.
Just make sure you do not go to LA on a Friday!
Sanford M. Fisch
CEO & Co-Founder
American Academy of Estate Planning Attorneys, Inc.
6050 Santo Rd., Ste. 240
San Diego, CA 92124