Copying Success vs. Fixing Failure
So much of our day revolves around putting out fires.
404 pages. 500 errors. High bounce landing pages. A low open rate on a marketing email. I’m going to suggest a radical solution to these problems: ignore them.
Why should you ignore them? Because sometimes fixing a failure isn’t the best use of your time. That new landing page with a 70% bounce rate, maybe you can optimize it down to 50%, but it still sucks. Maybe you can increase sales on that failing product 50%, but it still isn’t going to make a dent on your top line.
Instead, flip the coin around. Forget what isn’t working, and focus instead on what is working. The landing page with a whopping 10% conversion rate. Or maybe a breakout product that you can’t keep in-stock. Ask yourself, how can I copy these successes?
Next week, try being a copy-cat, not a problem solver. Let me know how it goes.
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April 17th, 2010 at 8:07 am
Thank you! Your message is EXACTLY what I needed to hear today! I appreciate that your post is simple and gets straight to the point. Your message reminded me to focus on moving toward getting even more of the good stuff! I thank you and my marketing plan thanks you! Troyann
April 17th, 2010 at 6:34 pm
This is a very good point. We spend too much time trying to fix weakness, when we would be better off improving on strengths.
April 19th, 2010 at 9:01 am
[...] Copying Success vs. Fixing Failure [...]