Stop, Look, and Listen!
As a kid we were all taught to “Stop, look, and listen” before crossing the street. “Stop” before crossing, and possibly making a tragic mistake, without first gathering critical information. “Look” at the situation to assess as much visual information as possible, primarily regarding the oncoming traffic. “Listen” for auditory signals that may either complement the visual cues, or provide clues to dangers not readily visible. Note: the warning is “Stop, look, and listen” NOT “Look, listen, and Stop.” It’s critical that the “Stop” part come at the beginning. Otherwise, it’s pointless.
In business today, as in life, it’s awfully hard to stop long enough to gather information before proceeding. We tend to jump out in the street, trusting that our instincts will protect us, or that the oncoming traffic will avoid collision. This is especially true in small business marketing. With the rapid proliferation of marketing tools and tactics, the temptation is strong to keep moving, looking and listening while we go, hoping to select the proper marketing tactics along the way. We often expect that since we haven’t been in a “bad” accident yet, surely we’ll get better every time we cross the street.
Here’s the reality. Every time we cross the street, without first looking and listening, we are increasing the statistical likelihood that we’ll get hit by an unsuspecting motorist. Are you stopping along the way to look and listen for information to guide your marketing? Or, are you running headlong into traffic?
On April 2, I’ll be hosting an interactive WORKshop to help small business owners stop, look, and listen. Learn more at “Marketing Intervention – Stop the waste. Regain control!”
Keep chargin’
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