When I was a kid, my Grandpa would take us out to the firing range to go shooting. He was a mountain man, raised in Canyonville Oregon. Times were tough while he was growing up and his dad taught him to shoot the old fashion way. He gave him a bullet and said that if he did not come back with something to eat he was going to get a "whippin". As a result, Grandpa became an expert marksman.
He had a little more patience when he taught us to shoot, but not much more. I can remember one time when we were shooting at the range. I was shooting a target that was about 75 yards away with a high powered rifle. My shots hit the target, but it was only a sporadic grouping. I was feeling pretty good, but Grandpa was getting frustrated.
He told me that I needed to pay more attention to my grouping. He said I should learn how to shoot so that all of my shots hit in the same place on the target. We reloaded and I shot at a new target. The results were about the same. I hit the paper target almost every time, but my shots were spread out all over the place. Some were in the target and some were outside of the target on the paper.
This made Grandpa mad. He was under control, but I could tell he was mad. He picked up a 44 Magnum pistol that was on our shooting table and pointed it at the target that was 75 yards away. Without much thought he started lecturing me about hitting a proper grouping on the target, while he was lecturing me, he proceed to empty the gun. From our vantage point., it looked there was only one hole in the target. Not only had he it the target, but he had hit in nearly the same spot every time. We marveled at his accuracy from that distance with a handgun. We asked him how he did it and he said, I practice all the time.
Duplicating and Predicting Results
Grandpa’s lesson on the firing range continues to influence my thinking. It is on mind right now as I prepare to launch a new marketing effort. There are some who believe it is ok to throw a bunch of different marketing efforts out at the world with the hope that they will hit something. The problem with that method is that it can never be relied upon to produce real results. If we want success we must learn how to build a system that allows us to not only duplicate our results but also predict them.
When I learned how to shoot properly, I could pick a spot on the target, any spot, and fire all of my shots into that spot. I became a very accurate marksman. I could hit my mark every time. Getting to that point required a lot of practice and a lot of patience. I didn’t just show up and start hitting the target, I had to learn the proper techniques and then I was able to get it right.
Focusing On The Mark
My marketing efforts are now in a similar space. I am hitting the paper most of the time, but I am not hitting my mark. I am not even sure I am getting close. When I think about my success on the firing range, I begin to see a pattern that I can follow:
- Define The Target - I never went to the range with my Grandpa without targets. Do you understand your target for your products or services? Can you see it clearly?
- Practice – In the beginning our efforts will naturally produce sporadic results – keep practicing so you can lock in on one spot. Are you spending enough time practicing your work?
- Make Adjustments – Don’t continue to practice what doesn’t work. Find out why it is not working by asking the right questions and then make the proper adjustments.
- Stick WIth It – There will be times when it will feel like you will never hit the mark. Stick with your plan and keep working. Success only comes to those who persistently demonstrate that they are willing to pay the price. Don’t give up!
- Open Your Mouth – Once you figure out how to successfully predict and duplicate your results, then you have to be willing to tell the world about it. I fall short in this area a lot of times because I don’t like to be seen as a self promoter – this is where I need to improve the most.
Your Advice Please
I need your help. I would like to hear from you. What are you doing to make sure you consistently hit the same spot with your marketing efforts? How are you using Facebook, Twitter and LinkedIn to define and hit your mark? What is the proper protocol for using a social network to market to others. What is your marketing tip of the day? What would you add to my list? Is there anything that you would subtract from it? What advice do you have for me?
I want to thank you for reading my blog. I am nearing the end of my commitment to write every business day for a year. What topics would you like me to cover? Do you have any suggestions on my format? I write so that you can know me, with the hope that by knowing me, you will allow me to know you. Thank you for all of your comments and suggestions. They are very much appreciated.
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