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Word for Week 31: Balance
Meaning: Would you believe that Merriam Webster provides nine variances of the word balance, with more than twelve ways to apply it to a sentence? I chose: “Balance or equipoise between contrasting, opposing, or interacting elements.”
Quote: Justice Earl Warren “… the balance we strike, as between security and freedom.”
you’ve been following my articles, then you know by now I’m using everyday words to stimulate your imagination and bring about atypical thoughts regarding growing your database.
Because there are so many ways to find and retain your target audience the word “balance” came to me and I’ll share a few of the ways the word applies.
A few days ago, a new client came to me with a request for a Web presence. She wanted to create a campaign to promote a new service offering.
After the pleasantries were out of the way, we got down to the business of discussing her goals and expectations for the campaign and I could soon see that the list of three or four steps she’d set for the meeting agenda was actually closer to ten or twelve items that needed to be considered.
Although we were having a phone call and not a face-2-face or Web call, I could hear the exasperation building in her voice …that sense of. “Why do we need to do all of that?” Or “Can’t we just skip that part?” Or “Are you just saying that to pad my bill?”
None of these questions were said out loud, but I could tell they were hanging around the edges of our conversation.
So where does BALANCE come into the picture? Primarily with the tools you use to determine the progress you’re making towards reaching your goals. Just as in physical fitness you use a scale to check your weight, you are aware that the number on the scale is not the only consideration in having a healthy body. The same principle applies in creating your Web presence and building your database.
Every step you take should be balanced with the outcome you hope to achieve. “It’ll work itself out…” is not a strategic plan.
Knowing your target audience, getting and using the right tools to reach them and nurturing your relationships, can sound like an easy-to-do three step campaign, however, experience has taught us that it’s taking the time to insert the correct elements in between those three big steps that brings balance to your marketing and promotional campaigns.
Do you have an upcoming project? Would you like to run a successful campaign that will land you closer to reaching your goals and expectations? A 30-minute call with me will open up genuine pathways and present to you the equipoise or balance needed for growing your most valuable business asset … your database! Just follow this link to get started. And until next time …bye bye.
With Paulette Smith