A few weeks back, we shared a post The Case for Goal Setting. And we hope we did just that: communicated some reasons why setting goals is so important. Before we dig into the steps we take when we’re goal setting, we’re sharing why so many people move right past this step without thinking or identifying goals.
They don’t know what they really want. – There are so many sources, classes, workshops, experts, etc. relaying different messages to people, they don’t know where to start or what could really work for them. So, they just do something (which I would agree is better than doing nothing). But, without direction and the ability to measure money spent and earned, time can be easily wasted. Additionally, the effort will likely feel unsuccessful, leaving you frustrated about your marketing and communications in general.
They do what they know. – “Can you just design a postcard for me?” While a postcard could be the right tool for the appropriate demographic and message, it definitely isn’t a home run in every situation. In fact, in some situations it would be a no hitter. However, as old go-to marketing tools, people know postcards, brochures and business cards. It’s easy to stick with what you know even when it isn’t right.
They want success instantly. – Really, who doesn’t! The truth is, most big wins require time and effort. Goal setting requires focus, energy, commitment and long-term vision. In addition to the effort goal setting requires, a truck load of work will be needed to achieve them. Strategy and implementation are certainly not for the faint of heart. If you can’t commit and dig in, it’s probably not for you.
They fear they’ll fail. – It’s never fun to fail. And some people are so scared of it, that it’s paralyzing. Setting an actual goal and creating a marketing and communications plan based on that goal would make success or failure crystal clear. So, instead people who are afraid of failure just keep doing what they’ve been doing because if they don’t try they can’t fail.
The problem with these excuses is they don’t lead to success. In most cases, they lead to wasted time, money and resources. You’re likely covering too broad of an audience and area. Your message isn’t focused and who knows if you’re reaching the right people. With a specific goal in mind it’s much easier, to make the subsequent decisions that are required as part of planning and implementation. So, be sure to take goal setting seriously. Spending time in this phase will lead to thoughtful and purposeful marketing and communications and bigger, more measurable successes.
If you liked this post, check out these too:
The Case for Goal Setting
Understand How Your Customer's Buying Journey Fits into the Marketing Funnel to Increase ROI
Resolutions for 2018
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