You might think that you are in control of your marketing results. You're the one setting the tasks and executing them, right? Or you are telling someone else the tasks and checking that they've executed them.
But, how do you decide which marketing tasks to execute? Who is in control of you, so to speak - ohhh getting deep now!
How do you decide whether to launch a campaign with 12 high profile partners or to double your number of tweets? It's clear which one is going to get you bigger results, but our mindset determines which tasks we focus on.
What determines the tasks we set?
I think it largely depends on the framework we are working within. We make our choices based on the information we get from our environment.
Startups generally focus on funding first; that's their world. Solopreneurs working from home start at website design and social media execution; that's their world. Spiritual entrepreneurs focus on mindset and affirmation. I know I'm super general here, but it's just to make the point - we work from within our own boxes.
Within this box of solopreneur or small business owner, there are a set number of activities that we think we should be doing and that’s what we focus on.
Our box is formed from the information we read online and from what our peers are doing.
If we keep reading the same content and we keep copying the same people, then
we are always going to get the same results. Your environment is in control of your mindset, and your mindset is in control of your marketing results.
What about if every now and again you read or did something totally different? What would happen if you went into a new environment and accessed new information?
Leonardo Da Vinci is most recognised as an Artist and an Inventor. But his interests were wide and varied; he was a student of the world. He studied the anatomy of the human body, astrology, botany, geology, geometry and more. The variety of inputs and information he was in contact with no doubt was the reason for his brilliance.
We are told we need to be focused in order to succeed, but too much focus leads to cookie cutter, uninspired ideas!
You can pick up new ideas and learn about marketing from all kinds of places. For example, on a recent road trip to the beaches of Sintra near Lisbon we went to a small cafe. In this cafe was a magazine stand at the back of the cafe. It wasn't a couple of old, free magazines in the corner of the cafe. This stand was as big as a newsagents with recent magazine for sale, genius! A small, tiny cafe off the cobblestone streets of Sintra taught me something about cross-selling and product placement.
But it doesn't stop there. Your mindset also determines what you do with the information you receive.
If I said you need to get a Guest Post placement in the next 7 days, which answer would you most likely reply with?
Answer A) I don't know how to do that, I'm not sure I have anything good enough to say anyway / I don't have time / It won't make a difference
Answer B) Okay I'll give it a go, I think I can get one on my friend’s website
Answer C) Oh good idea! I read XXX all the time I'd love to be featured there I'll send them an email and see what they say
Take a second to think about the different mindsets each person might be in about their business.
And then take a second to think about the different results each person might get from the exercise depending on what they answered.
When creating your marketing plan your mindset determines your results because it determines
what you do with the information received.
I found this out recently when I launched a cold email marketing campaign for my business. I sent out 150 emails about a formula that I have designed for a campaign which can attract 600-800 warm, opted-in leads within 72 hours.
I wrote about this more here. But, what was so interesting was that the people that got back to me were some of the most successful on my list. They were the true entrepreneurs who could see the value in spending 20-30 minutes on a call to have one-to-one access to some new ideas. They knew whether they wanted to work with me or not that what they might learn could be valuable in their business.
There is so, so, so much information out there about how to market your business. How you filter the information, and what you do with it determines your results.
Do you have a yes, let's do this attitude or a that probably won't work attitude?
If you answered A or B on the multiple choice above I get it, pitching your content or service can be quite a daunting task. You might think those companies would never want to partner up, hear, or work with little old you. But remember when looking from the outside into ANY business it always looks better than from the inside.
Have you ever been really excited to start a new position at a company? You admire this company, you have seen the results they produce, and you can't wait to get in there and start to see how they work, what goes on behind the hood.
But, more often than not, you get in there and realise that it’s not as good as it looks. This has happened to me so many times!
Sure, they do produce those things that you admire, but underneath it all, they are just as confused
as the rest of the companies you’ve worked for.
Everyone is just trying their best. Putting one foot in front of the other and moving forward.
So what can we do about it? What can we do to break out of our box and keep thinking bigger?
1) Hire Expertise
One way to get over this is to hire someone to help you. That’s what my clients do when they hire my Content Marketing Agency. We will pitch them to the best of the best, we want the best results for them.
I don't have any mindset issues at all about putting their content onto websites with millions of visitors per month - that is what I am aiming for. I have no issue with sending them hundreds of leads from a viral guest post, that is what I aim for.
So, even if my clients feel a little bit tentative about getting out there, they can hand it over to me who feels no concern what so ever!! And what happens?
Instead of letting their mindset control their Marketing Plan, they let me get in there, and they get SUPER excited when they see leads coming in or when they see a piece of content going really well. Like this one which has over 6,000 shares and counting!
2) Get Out of Your BOX!
We know that mindset is something we have to work on as business owners. When we have so many hats to wear it is really difficult to make sure that we don't just build a box for ourselves. It happens to me all time.
Inside the box your viewpoint is narrowed. You see the world and your business through a filter. It’s very hard to be innovative inside a box.
The best way I know how to break out of that box is to physically move location. You know how corporate companies go on team building gigs all of the time? Take yourself on one! If you can take yourself on one every single month, then go for it, do it as much as possible. It is so, so helpful. For some reason physically shifting our body into a new perspective also shifts the mind into new perspective.
So give it a go! Think about your business from a new point of view and think about what you could do to shake up your Marketing Plan to have a bigger impact with bigger results.
I'd love to know your thoughts on this. Have you found that Mindset is a big determiner when it comes to your Marketing Results? Do you have any great tips for us to break out of the box? Let us know below!
Written by Cheryl A Clarke Chief Happiness Officer & Director Of Ginger Marketing (unless stated otherwise)