There’s a gym owner in my network who prides himself on having a beautifully complex marketing calendar designed and published on the wall of his office for the entire year ahead on January 2nd of each calendar year. He agonizes over objectives for each campaign, and then panics about the ones that underperform.
How can I drive more engagement in my Instagram story?
How can I get more clicks on my newest Facebook advertising campaign?
How can I improve my newsletter open rates?
All he thinks about, day in and day out, is the effectiveness of advertising dollars at work. Sleep is lost wondering whether or not his next marketing campaign is going to drive new business through the doors.
What he should be losing sleep over are the results his existing clients are achieving. That habit will drive new business through the doors whether he wants to or not.
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