Back when I was a college professor, I kept hearing stories of professors who kept their old notes, now turning yellow from age. They just showed up and read from those notes. They were bored stiff and so were their students.
Frankly, I think many of those stories were urban legends. The truth is, every field keeps changing with new discoveries. Even if you teach ancient history, your notes can’t be ancient because new discoveries get reported, along with new ways to deliver old material.
Besides, your presentations grow stale when you do the same thing over and over again. You lose excitement and then your audience senses you’re withdrawing.
When it comes to marketing, many of us find ourselves caught up in the same dilemma. We’re familiar with a set of marketing tools and a series of strategies. They work. We know them well.
So all too many of us get caught up in this trap. I do this myself. We find something that works and we keep doing it.
Some things will always work. But at the same time, the web is changing. And if you use just one or two strategies, you’re essentially putting all your eggs in one basket. Most of us know we’re in trouble if we rely on one big client.
Of course relying on a few tried-and-true techniques can be just as fatal. So I recommend keeping a list of strategies: some you use, some you want to learn and some are way out there – maybe you’ll use them and maybe not.