Reduce Your Frustration

As I was walking my dogs early yesterday morning, I witnessed a spectacular sight. The high humidity had spawned a heavy dew which clung to everything. Wherever a spider had spun a web, the beauty of the web in minute detail was exposed for all to see. The sun filtering through the heavy haze glinted off the dew, acting as a back light to further accent these spinnings.

Everywhere I looked, I saw webs. I was amazed at the number of them. There were more than I had ever imagined! Their uniqueness fascinated me. One was very deep, about six inches horizontally. Others had long, single-strand anchors. Some were softly draped and swung with the slightest movement. No two were alike.

However, all had something in common.

Beyond the fact that they were all created by a spider, all of these webs were a part of a system. As my dog moved past one into the ditch to sniff, I worried that on her way back out of the ditch she would ruin the web, forcing the spider to flee. I hated to see such hard work disrupted.

Looking closely at the spider, I realized that the spider was unconcerned about its web being disturbed. It had created a system and was patiently working it in anticipation of a meal.

That prompted me to think of the similarity between the spider and its web and a business and its marketing. Just as the spider anchors its web, a marketing plan is the anchor to a marketing system. Those businesses who have a marketing plan have a place to start in developing their marketing system which directs their focus toward their revenue goals. When they encounter tough economic times, they continue to work their system. Not only do they do much better during tough times than those without a system, but they come out much stronger afterwards, too.

A marketing system allows a business to build on what works rather than reinventing the wheel, or the web, periodically. It establishes historical documentation of marketing efforts, which, similar to historical accounting data, offers information that can be reviewed and adjusted as necessary. It sets up a continuity of marketing which reduces frustration and produces better results.

Businesses who have a marketing system and work that system are like the spider working its web. They are not subject to being disrupted. They are not worried about what to do next. They are not frustrated with their marketing. Instead, they are maximizing their revenue by staying focused on their system.

How do you develop a marketing system?

Start with a marketing plan.