“Every day, in every way, I’m getting better and better” — Émile Coué
Overnight success is a myth. Give up believing there is one magic bullet to make your business more visible online. You have to put in the work. And you have to sustain that effort every day.
Successful people know that making small continual improvement every day will be compounded over time, and give them desirable results.
Unsuccessful people think that by doing one thing or one tactic it will take them to where they want to go so they can take their foot off the gas and relax to a life of ease..
We often laud the quick success, or the one hit wonder. We live in a culture of instant success. But success is hard to replicate over and over again without daily discipline to get a little bit better each day. We all have limitation. But all of us can improve just 1% each day.
In our roles as small business marketing experts, we are constantly approached by clients looking for fast sales growth. Often they have a big goal with a focus on making some large improvements that don't actually exist within their budget or timeframe. I would compare it to a brand new runner who wants to run the Boston Marathon right out of the gate.
Many business owners think that just by redesigning a website, running a campaign, putting a small amount of focus to marketing effort will all of a sudden yield magical sales growth that they don't currently have.
Contrary to this thinking, our best clients we have a realisitic focus on 1% growth everyday. 5% growth each month. 10% growth each year. And they are committed to that discipline in their marketing. Patience and diligence over flash then fizzle. They don't expect one channel to be the gravy train. They test, They evolve. They tweak, they revamp, and sometimes even take a few steps back after a failure. Until they hone their messaging to matter to their audience.
The truth is that overnight success, also leads to overnight failure. Focus on daily disciplines in your marketing that yield a 1% growth every single day. Realistic goals look more like growing your email list 5% each month. In one or two months thats not impressive or sexy. In 18-24 months thats serious marketing growth.
For most small businesses, your goals should be to acquire 2 new emails a day, 5 more visits to your website than yesterday. 1 more blog post a week. 2 new articles a month. 1 new compelling video each week, 1 more good new conversation over the phone or in person. By itself none of these activities are impressive. But do them everyday for a year straight and all of a sudden your marketing presence, and your pipeline will start to look a whole lot more impressive than your competitors.
Why? Because most companies and invididuals lack the daily discipline to win 1% or 1 day at a time. Small, quiet wins are how to build a great business that you are can actually sustain and grow with over time.
Get better 1% everyday and win long term.
Sam Casey is the Chief Creative Officer and Managing Partner at Banyan Creative.