The Biggest Mistake You Can Make is Changing Ads Out of Boredom
Marketer Boredom Syndrome. It’s real and it could be happening to you.
It looks like this: You are paying someone to do your marketing for you, or perhaps you are doing your own marketing. You find a campaign that works, you seem to be hitting the right audience, new patients are showing up at the practice and your schedule is filling up! You are feeling confident and optimistic and you think to yourself, “what should I try next?”
The answer is…. NOTHING.
As the saying goes, “if it ain’t broke, don’t fix it”. And this is especially true in marketing.
Maybe you had 38 new neuropathy patients last month! You might be inclined to say “let’s see if that same strategy works for decompression!” I know, I know, doing nothing is boring. Just trust me on this one. Don’t fall into the trap.
Perhaps doing the same thing is boring for you or your marketer. But if the message is working, that means that it’s not boring to your audience.
If you simply cannot resist the urge to do something new, here’s what you can do: Keep running the campaign that is working, without changing a single comma in it. Then, in addition to the working campaign, run a second campaign with which you can experiment and tinker.
Here’s a good rule to follow: ONLY MAKE CHANGES BASED ON DATA, NOT FEELINGS.
Don’t follow hunches. If you’re running a good campaign, leave it running and experiment on the side with the additional money it’s making for you. Don’t abandon a working campaign. Ever.