“We are what we repeatedly do. Excellence, then, is not an act, but a habit” – Aristotle
Marketing can be tough, you may have noticed! It isn’t a thing you sit down to do every now and then and then BOOM… radiant success! Continuous action is what will drive you forward. Continuous small steps. One after the other. Monday – action. Tuesday – action. Wednesday – action. Thursday – I think you and I both know what comes next.
Every single day, one small step. Make this your motto and you will surely succeed.
A classic logical mistake is we overestimate what we can do in the short-term, but we underestimate what we can do in the long term. You can do amazing things just by grinding out actions every single day! It’s like when you climb a mountain and turn around to look down – you feel amazed at what you’ve just accomplished. You’re so high up, yet all you did was plonk one foot after the other. The only difference was you chose to plonk one foot after the other upwards a mountain!
If you improve by 50% a year, what would this mean to you within a few years? Dedicate yourself to your craft and to marketing it. Carve time out of your schedule and make growing your business the first thing you focus on every single day. At least the first two hours of my day are always dedicated to growing my business. I don’t check emails or do anything besides advance forward. This is how it should be.
Steps to Generate Momentum
1. Define the high level activities you need to undertake. Responding to client emails is not one of them. You do need to respond to your customer emails at some point in the day but in this case we’re talking about things that increase your presence and mind-share. Doing social media or sending emails to fellow tourism business owners is a great step. Try to step out of the hum-drum of everyday activities and focus on bigger things.
2. Block out a time every day to conduct these activities. This is the key – stick to it harder than a fanatic. No excuses are acceptable. Make it the first thing you do every day and you’ll find it a lot easier to maintain the habit.
3. Measure the activities using goals and numbers. In my business, we sit down and track every single Monday how many followers we have added on Facebook, Twitter and LinkedIn the previous week. In fact, we review around 20 different numbers in our weekly team meeting with a particular focus on actionable metrics over vanity metrics. We’ll talk more about this later in the book.
You could even have a goal of sending 1 email each day to someone in your network. Remember the famous saying – what gets measured gets done.
4. Wait four years and buy yourself a yacht.
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