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December 15, 2016
Maria Pesin

How are you feeling?
Be careful – there’s a nasty bug going around.
One of the biggest issues I see new clients suffering from is what I call the bright shiny penny syndrome. Now, don’t get me wrong. We’ve all done it every once in a while. We decide on a corse of action that we know will benefit our business and then bam… someone calls us with the latest new marketing program, or tells us of a fashion show that we are invited to be a part of that is almost free (yeah sure) and off we go running to participate.
Result? Usually squandering our time and money. Bye bye goes our strategic marketing plans. Hello new marketing idea that isn’t worth your effort, or won’t produce fruit because you don’t stick with it long enough.
Shiny pennies reflect a fiery glow that is hard to avoid. New pennies have power. Old pennies are dull and boring. We have willed the new penny with charm, a source of inspiration, as we traverse along the pathway of possibilities.
The penny is representative of all the ideas and opportunities that land in front of us, one right after the other.
The problem with the bright shinny penny syndrome is that it distracts you from doing the tried and true methods that you have committed to. Let’s face it they get boring. There is promise with the new penny. Just like there is promise with a new marketing effort. The truth is any kind of marketing plan requires repitition and consistency. Without that they are useless.
Marketing also takes time till it pays off.
It’s enticing to move on when we don’t see quick results.
This is not to say the new should be avoided. Innovating and testing are important. But there is a time and place. You must think it through and do your research before you jump in.
The overwhelming desire to continually focus on the new shiny penny can be a big distraction from working on the current marketing plan. So be careful that your not caught up in this syndrome.
Otherwise, you may end up with less than a penny in your bank account!

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Maria Pesin

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