Written by: Vickie Sullivan | March 31, 2022
Don’t Let False Expectations Derail Your Marketing Plans
The stories in our head based on what we want. Triumphant success stories on our colleague’s social media pages. Put the two together, and that is how false expectations are born.
False expectations create assumptions that can derail the best marketing plans upon the first sign trouble. Here are two very common narratives that can take you down the wrong road:
• “A lot of my friends’ business is booming, so it’s not a down market out there. I’m doing something wrong; therefore, I must make a big pivot.” Sure, we’re all inspired by those “comeback during the pandemic” narratives. Instead of comparing yourself to this feel-good chatter, however, remember that you’re hearing just the happy ending of the story. You don’t have enough details to determine that their success means you need to make big changes. That leap in logic is just too big.
Listen: Two things to Consider Before You Pivot
• “I’m doing everything right, and I’m still not getting results. Am I fooling myself?” Doubting yourself when you see success all around is very normal. That said, ask some really hard questions about tactics. You may be putting in the elbow grease, but are you doing the right things at the right time? The reality is that you may not be implementing as well as you think.
Yes, you’ve worked hard these past two years. But remember to evaluate the results from that constant grind based on your unique situation, not on what you see others doing. Avoid creating false expectations that throw your efforts off track.
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