Written by I remember the first time I ran an Ad Campaign. It was exciting and, quite honestly a little scary as well.
I had a lot riding on this Ad Campaign and really needed it to work.
After spending loads of time selecting the right graphic and working and reworking the text to ensure my message was both clear and captivating I placed the Ad and invested my marketing dollars behind it.
Then I waited…..
And waited….
And waited….
The sound of silence was deafening.
I went back in and checked to ensure that the Ad Campaign was actually placed and that my payment went through. Yep all was secure.
Yet? Nothing!
Well maybe it will kick off in a few hours.
The next day I looked at the numbers and they were abysmal.
By the end of the campaign I had a few hits but no sales.
I was devastated and quickly went into a downward spiral.
My thoughts were all over the map. How could I screw this up so bad? I’m a Marketer after all! Maybe I shouldn’t be doing this. Maybe I don’t know what I’m talking about after all.
Can you relate to this?
Sometimes, despite your best efforts and tons of research, your marketing and Ad Campaigns just don’t land with your audience.
What Happens Next?
The problem however, is that many throw in the towel claiming that marketing doesn’t work, or ad campaigns are useless.
How we embrace failure has a lot to do with how we recover and move forward.
Fearing failure is the same in marketing as it is in every other area of our life.
If we allow it to consume us and shy away from everything after it happens, we’ll never grow.
The reality is that you are GOING to have marketing plans fail. You will 100% have advertising campaigns that don’t land the way you want them to.
Just like many of the other areas of your private practice that you had to tweak with trial and error, your marketing efforts will require the same.
You will have to keep trying to see what resonates with your audience the best.
How to Move Forward
While there are a number of tips and strategies that help with all of this, at the end of the day, it’s still a matter of testing and tweaking.
I often tell clients who are getting started with advertising that they will need to run a number of campaigns and test and tweak the video, graphic, copy and ad placement to find out what works best.
This is true of major advertising agencies as well. I’ve seen multi-million dollar super bowl ads that have tanked.
But it’s what you do about it afterward that matters.
Just like any other form of failure, we have to get back up, dust ourselves off and try again.
My brother once told me of the business he build from the ground up,
“It took me 10 years to become an overnight success.”
Being in business for yourself is certainly not for the faint of heart.
But, you knew you had something successful deep inside you when you decided to take this plunge, the worst thing that you could do is to stop now.
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