How to Save a Dying Business: Revive Your Struggling Marketing Strategy

How to Save a Dying Business: Revive Your Struggling Marketing Strategy

A while back, as I was busily typing away at my computer, the front doorbell rang. My young neighbor boy was anxious to tell me that our dog had chased a baby robin into our backyard pond.

He thought I would want to know.

I was busy, and I admit that I really didn’t want to know because now I felt obligated to deal with the situation. I had better things to do. But, I figured the neighbor boy would probably be watching to see if I would act on his news.

I hate to disappoint anyone.

When I found the baby bird, it was floating atop the chilly water, looking right at me with huge, terrified eyes. I could not ignore its dilemma and impending doom. Scooping it up, I could only hope that I was not too late, as it appeared to be fading fast.

I  began gently rubbing its tiny breast.

I imagined that I was doing some type of bird CPR. Its little beak opened wide, as though it was trying to take in air and I wondered if its tiny lungs were already too full of water. I really had no idea what to do for this bird!

In only a minute or two, the beak ceased to open and the little eyes closed.

Right then and there, I had to make a choice.

I could accept defeat based on what was before my eyes, or believe that if I refused to give up, I could make a difference in the outcome.

I chose to pursue a different outcome.

After continuing to gently massage the baby bird’s breast for several minutes, it moved a leg. Though its eyes were still closed, I was encouraged.

While whispering encouragement (and praying under my breath) it jerked its neck forward, giving me hope.

Suddenly, I had a memory of hearing about the affects of cold on the ‘core temperature’ of a body, or Hypothermia. I realized that this tiny, warm-blooded animal needed to get warm again, and fast. I continued the massaging action and moved into the direct sunlight.

It seemed like forever (and actually was nearly 25 minutes) but finally, the baby robin tried to clench its claw around my finger. Once again, it pulled its head forward and then, miraculously, opened its eyes. After several more minutes, it began to spread its wings and the sunshine and gentle breeze stirred its feathers, still dappled with lingering down.

When I finally felt the baby robin was strong enough, I placed the bird on the warm earth and backed away toward my patio. Almost immediately, the parents came to encourage their young one. They tirelessly cheered it on as I went back inside the house.

Hours later, the baby had made it across the small yard, one of the adult robins by its side, and was hidden safely away under the wide leaves of a large Hosta.

No doubt about it – it is EMPOWERING to help bring something back to life!

The baby robin’s story and your dying business

If your business begins to flounder, or experiences a sudden change in climate – if it seems to be dying, taking its last breath – DON’T GIVE UP ON IT!

It’s your baby!

If you have any reason to want to see it survive, make the decision to do whatever you can to bring it back to life.

How to Revive Your Marketing Strategy

Look past the present circumstances – Believing in what you can see is easy. You have to believe for more than what is presently before you and decide, right now, that you will not accept what is currently before you as the ONLY available outcome to your situation. Find the courage and faith to be persistent.

Do what you know to do – You may be wondering what can be done to change your present circumstances, but you should always begin with what you know. If you hesitate, precious time is lost. Start with what you know to do and keep your mind open to more solutions. You’ll likely be amazed to discover how much you actually know! Keep your ears open to new ideas. Keep your eyes open to see new opportunities. Stay aware – and you stay alive in business.

Maintain the effort with determination – The minute you give up on your business in your mind, it begins to die in your mind, and your ability to envision it alive and well is all the more difficult. Those who work with you, and for you, will be watching. Don’t disappoint yourself or them. Instead, lead with confidence in a new and positive direction and they will likely follow.

Do a little CPR – If you have a team, or employees, breathe some new life into them. Invest in their well-being. When they are thriving within their positions, you’ll benefit from better customer service, more sales, better communication between team members, and more – all of which can promote and maintain a healthy environment for regaining strength and getting the business “back on its feet”.

Overcome self-imposed limitations – What you think is long enough, may require more time. Continually re-evaluate what you are doing and why you are doing it. Don’t assume that everyone else is right and you are wrong. Don’t assume that you are right and everyone else is wrong. Don’t wait for someone else to give you permission to do what you know is right and necessary.

The Bottom Line: When you’ve done all you know to do, it’s not too late to enlist the skills and experience of a content marketing expert to help revive your marketing strategy…and bring your business back to life!

Why Unexpected Content Can Be More Than Offensive

Why Unexpected Content Can Be More Than Offensive

Finding a human tooth in your hamburger is disgusting! There is really no other way to say it, and there is no pretty way to describe the unexpected horror of finding another human-being’s incisor in your mouth while chewing up what remains of your dinner.

 Unexpected content can be more than offensive.

It causes the stomach to flip and the mind to begin full-scale cartwheels when thinking about all of the possible consequences of having someone else’s biological matter in my mouth – not to mention the thoughts about what horrible event could have been the cause of such results!

It appears to be a child’s tooth.

A former dental hygienist says that it is one of 4 bottom incisors.

What on earth would a child be doing inside a meat processing plant?

Yes, I’ve contacted the company. They sent me a $20 gift card for my “inconvenience”. Little consolation there…

I am reminded of how unappealing unexpected content is – no matter where it is discovered – and how personally offensive it can be to potential customers.

Sometimes it’s just an oversight that permits wrong or unwanted information to end up in your inbox. But, frankly, it’s often part of the plan.

If you’ve ever seen an email subject line that reads, “OOPS!” or “Our Apologies for Sending the Wrong Link”, etc., it’s likely a part of the marketing process used by some entrepreneurs to get you to open an email from them that you might otherwise choose to ignore.

It may not exactly qualify as SPAM and there’s nothing illegal with the practice, but it can definitely offend because it assumes the recipient is (at the very least) gullible. And, when employed too often, it becomes annoying, defeating the intended purpose.

Such ploys are not necessary to successfully market your services and products.

If you know your audience, understand what they want and need – and you’re able to actually supply what they want and need – there will be no reason to try to ‘trick’ them into opening an email from you.

With the right processes in place, you’ll know when to communicate with your audience and they will be looking forward to hearing from you. There will be nothing unexpected or offensive to them about your content. It will be what they want, need, and appreciate.

True mistakes are just that. Own them and do what you can to make them right.

On the other hand…

There should be no means, no possible course of action, no conditions or path that would make it remotely possible for a child’s tooth to end up in a package of professionally processed, organic, ground beef.

NONE.

Preventative measures and processes should be in place to ensure that nothing like this could ever occur. I can only hope and pray that there is no tragic “OOPS!” behind it all.