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May 22, 2015
Maria Pesin

Building your fashion business is about taking massive action to market it.  It is not just about making a good product because if no one knows about it you cannot make sales.  You must get the message out.  I find through discussions with many fashion companies that they just dabble in the marketing process.  They do a little of this and a little of that.  They try one thing and it doesn’t work so they try something else.  Or they do the same thing consistently but not often enough.
I read an interview of Jack Canfield, co-author of Chicken Soup For The Soul Say: “I believe that people make their own luck by great preparation and good strategy. We used The Rule of 5 which I write about in The Success Principles, which is to do 5 specific action steps each day to move you towards the completion of a goal.  So every day for the 14 months before we hit the New York Times bestseller list we would take 5 actions steps. We would make 5 phone calls to newspapers to review the book. We would send out 5 free copies of the book to reviewers.”  In 2008, Chicken Soup for the Soul became the best-selling trade paperback series of all time.
Notice that the authors did the same things consistently over time till they produced results.  They did not try many different things.  They did 2 actions repeatedly over time till their target audience got the message.  According to Tony Robbins, self help guru:  “The path to success is to take massive, determined action.”
Choose your marketing actions, test which ones produce results, then repeat them over and over and before you know it people will start getting the message.  I liken it to riding a bike uphill.  The first few revolutions are extremely difficult, but then as you start to peddle it gets a little easier and then before you know it you reach a momentum that takes you to the top of the hill and you begin to glide.  Make your marketing plan and then work the plan and before you know your business will glide to the top.

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Maria Pesin

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