Like many, I’ve set a goal in 2014 to lose weight and just be healthier overall. So to help with that, I got a Fitbit that measures my activity level, including how many miles and steps I’ve walked and the calories burned. I’ve also started doing Zumba several times a week.
So one evening after Zumba, I checked my Fitbit only to discover that it said I burned 250 calories? What? 250 calories for 45 minutes of sweating, burning muscles and being out of breath?
And then I caught myself…it’s not about the immediate results — calories burned. It’s really about the long-term benefits — better overall health and increased metabolism. Those two things cannot be measured in a number on a thingy-ma-bobby. (Side note…I later Googled and read that doing an hour of Zumba burns between 500 and 1,000 calories — that’s better!)
So I wondered; how often in our businesses do we measure immediate results instead of looking at the long term benefits?
One thing I thought of is sending out an ezine. It’s tempting to try it for a couple of months and when no one buys or very few people are opening or clicking on it to give up because nobody’s listening — or reading. But what happens a month after you decide to stop your ezine and Susie Smoozie is suddenly in need of exactly what you offer? Susie’s trying to remember who it was that offered XYZ, but she’s drawing a blank. So she Googles — or asks a colleague for a recommendation — and calls your competition.
Sending your ezine on a regular basis eventually pays off, even if you think no one is paying any attention. I’ve had people contact me out of the blue a couple of years after being on my list because they now need my services. Long term…
If you’re not seeing a good response, there are things you can do to test your audience like sending on a different day of the week. Maybe your audience is a Thursday reader instead of Tuesday. Or maybe your newsletter design needs a change. Or maybe your message is not resonating with your audience. Change those things up and see what your response is — but change one thing at a time so you know what worked!
Blog posting is another one of those things that you need to be in for the long haul. You can’t just post a blog or two and all of a sudden your search engine ranking goes up. No. It’s about constantly having new and relevant content on your website.
So what are you doing in your business that doesn’t show immediate results? Share with me below!