As a huge personal development fan, I read several books and attend a handful of talks each month to quench my thirst for self-improvement. An avid sports fan, I particularly like talks with a sports theme, and the more successful the speaker, the more interested I am. That’s because I’m driven to learn from people who have been there and done it; scouting through the specifics of their achievements and trying to find the trends their success is built on.
Over the past year, I’ve seen some incredible speakers, including Karen Brady, Roger Black, Gary Vaynerchuk, Barry McGuigan and Maggie Alphonsi. Each of them was full of fascinating stories, having reached the very pinnacle of their chosen fields. But what was strikingly obvious was the one piece of advice they all gave for their success – something we can all do ...for free.
It’s a case of putting in the work.
Every one of the speakers above said they just worked exceptionally hard. Some called it an obsession; others stated that they simply put in the hours. If you follow Gary Vee, you’ll know he’s a big advocate of ‘the hustle’. The other speakers mentioned the fact as a passing comment – something they just expected of themselves.
Whether in sport, marketing, fitness or acting, the field doesn’t matter; but there is a clear correlation between working hard and achieving more. In marketing, professionals are often seeking a quick fix. That’s why articles like ‘Top 10 Things…’ do so well for clicks. But the truth is if you want to get great results you need to put in the work.
If you’re putting little effort into creating your marketing email campaigns, you’ll likely get poor results. This is because you’re not super-focused on producing something helpful to your audience, or a must-see email in their inbox. Instead, you’re simply adding to the clutter.
And there is a lot of clutter. In fact, on average we get 121 emails per day. I’ll bet only 1-in-10 of these are worth your time. I’ll often come out of an hour-long meeting to find ten unread emails on my email app, only to swipe left on almost all of them, deleting them before I’ve even opened. Do you do the same?
But what happens when you put thought and effort into your campaigns? What if you carefully construct an email strategy you believe will offer real value to your audience; target and segment your list so each email you send is relevant; write compelling content, beautifully presented; and constantly test, measure and analyse to learn more about what your audience wants and doesn’t want?
Well, then you’ll get good results.
All of the above take effort and commitment, however. But at the end of the day – and in the modern marketing and business environment – this is what it takes to get great results. So ask yourself: Is the work you’re putting into your marketing campaigns equivalent to the ambitions that you want to achieve?
I’d love to hear your thoughts on the subject. Please leave a comment below or tweet me at @WinboxLtd. Onwards and upwards!