My 9 year old daughter loves riding and is looking for ways to save up money towards her hobby. Last week she asked me if she could sell our eggs. I said we didn't really have enough eggs to sell as we used most of them ourselves.
After thinking about this for about 30 seconds she asked.
"Can we get some more hens then?"
"Yes, I suppose we could," I answered.
"When can we get them?" – came back quick as a shot.
"Soon," I hedged. By chance an email came in, 1 year old layers for sale from a nearby organic farm.
"Can we get those hens?" "Yes, why not."
"Can we go now?" "No, not now"
"Tomorrow?" "Yes okay tomorrow."
You get the picture. So in 5 short days my 9 year old daughter turned her idea into a reality. We lent her the money to buy the 5 hens, they've settled in and are laying already.
The story illustrates persistence.
When we are creating publicity material for our marketing, persistence pays off as it does in all areas of life.
- Persistence – means asking why until you have a clear, measurable objective for your publicity material.
- Persistence – means asking who until you have pin pointed exactly who you're talking to – the target audience.
- Persistence – means asking what until you are clear on what you need – what do you want to say and what do you want your audience to do.
- Persistence – means asking how until you have a concrete plan for how you'll carry out your campaign.
- Persistence – means asking where you are going to deliver the material – online, in print or both?
- Persistence – means asking when you are going to start on this project. Announce it and stick to your deadline.
- Persistence means following up after you have distributed your material.
- Persistence means measuring the results of your campaign and getting concrete figures so you can measure your Return On Investment.
All good publicity material needs to start with a clear plan. Persistence ensures that you are picky about getting that plan down on paper and persistence helps you execute it.
So next time you are thinking about new publicity material for your marketing campaigns, adopt the persistence of a nine year old and keep asking questions until you nail your campaign objectives.