NEW: The Dangers of Shiny New Ideas

Everybody loves new stuff. It feels good. It sounds good. But is it really a good thing in business?

The Hottest Word In Sales
I was recently catching up with my older brother Phil, who is a sales executive for a prestige European car dealership. And it was then that he asked me, "Daniel, what do you think is the hottest word in sales?" To which I replied "hmm, I know many words, but I don't know one word that makes things sell like hot cakes!" Phil chuckles and with a sneaky smirk on his face, he blurts out the words "NEW."

At this point, I'm thinking, "What?… New?… That's it? Not very mind blowing!" But the more I thought about it, the more it began to make sense. People are addicted to grabbing hold of new stuff and forgetting the old. And in business, this can be a very dangerous thing to do, especially in your marketing.

Why 'New' & 'Marketing' Often Clash
When a business owner learns a new strategy, naturally they're super excited and keen to implement it into their business. Now people being people, we're not the most patient of creatures. So anxiously the business owner would twiddle his thumbs and count the days that go by.

Soon enough, two weeks have passed and only one measly phone call comes through. WHAT? Only one? And in one swift moment, the business owner 'cans' the strategy because he hears that there is now a newer and easier way of getting more business. And just like a house dog would chase it's tail aimlessly, the business owner repeats this cycle until the business eventually gives in.

Years go by, and the number of new marketing plans increases from half a dozen to hundreds. But you see, it isn't the number of marketing ideas that you start that determines your business success. Oh no… It's how many marketing ideas you follow through with. And as a business owner, resisting the temptation to jump ships and totally abandoned the old can be the smartest thing you ever do.

Slow & Steady Wins The Race
But what do you do if a new idea looks irresistible? Create what I call a "marketing inspiration" folder, where you slot in all your big marketing ideas. And each time you come across something that is useful to you and your business, just slot it in.

And remember, only focus on one idea at a time and get it right before starting on the next. There is absolutely no point in trying to implement 10 different things at the same time if you're not going to follow it through 100%!

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