I glanced down… the ground was 300 feet below me and I had to jump. I had to trust that I would make it down safely. My heart was pumping fast and I was more frightened than I’d like to admit, but I leaned back, as instructed, and took the leap. I was rappelling into a cave. Initially I was scared, but once I jumped I was able to sit back and enjoy the beautiful views around me.
This experience is really very similar to what often occurs in marketing. Many experts will tell you that marketing entails trial and error. This means sometimes you need to take risks – to do something that is unknown is scary, but until you take the leap you will not be able to enjoy the benefits.
Success often requires risks. Maybe you have an idea but think it will not work, or people will laugh at it, and so you just don’t pursue the idea. Now that idea has died and no longer has any potential. However, if you want to see results you need to think big; you need to pursue your ideas even if that means crossing some lines you may not have considered crossing initially. If you remain conservative in all your efforts, you will likely see conservative results.
Of course we don’t recommend negligence. If you have an idea, be sure to weigh the risk and potential reward. If you decide that the reward can lead to success, then go for it. Map out a strategy and move forward. If your idea fails, don’t worry! While you may not have received the results you were hoping for, you will now be able to rule that tactic out and move forward with a new idea. Eventually you will come across a strategy that works well, and you will be successful. This is what trial and error is all about, and in marketing it is a necessity. If you are not willing to take the risk and try new ideas, you will not find success.
A while back I read Delivering Happiness, by Zappos CEO Tony Hsieh. Zappos is a company that survived and eventually thrived because of the risks its founders took. In the book Hsieh takes readers through his life and tells about his journey, and how he became invested in Zappos – one man’s idea for a shoe store. Tony and other founders of the company struggled through near bankruptcy and bankruptcy numerous times until they finally found the business model that would make the company a success. But this involved lots of risks, persistence, and faith. At one point, Hsieh came close to putting his entire savings toward keeping the company up and running. Without the risks and trial and error involved, this company would not be where it is today (and I would not be buying my shoes online).
The new year is just around the corner, so when you evaluate the past year’s marketing strategy and reflect on the best ways to move forward and grow next year, remember that success requires some risk. Marketing requires trial and error, so pursue your ideas even if they seem wild – you never know where they may lead.
-Michelle Loeb, social media and content strategist
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