Are you familiar with the “Shiny Object Syndrome?”

The expression is commonplace in today’s marketing circles.
In short, this “disorder” describes the tendency of business owners and marketing practitioners to jump on the “latest and greatest” marketing tactic.
Like children scabbling to get ahold of a “shiny new toy,” otherwise savvy pros get swept up in the media hype and frenzied gushing of seemingly every person in their orbit over a novel marketing tool.

The danger behind the shiny new object syndrome?

Just because this hot new tactic is generating tons of buzz doesn’t mean it makes sense for your business.
If you’re practicing “effective marketing,” you have a strategy. And based on that strategy, you’ve carefully selected tactics that support your strategic goals.
Hopping aboard the shiny new object bandwagon, however, throws those considerations out the proverbial window.
Rather than determining whether this hyped new tactic aligns with your existing strategy, you’re eschewing all your planning, forgetting the groundwork you’ve laid, and jumping on a new tactic more or less “because everyone else is doing it.”

How do you avoid the shiny new object syndrome?

Before you even dip a toe, let alone dive into the deep end, with any new marketing tactic — no matter how bright or shiny — it’s imperative you ask yourself two VERY important questions…

1. What’s your goal?

In other words, what do you hope to accomplish? What’s the ultimate purpose behind exercising this tactic?
The downfall of putting cart before the horse — or — the tactic before your goals?
An enormous waste of time, effort, and money…
I can’t tell you how many clients I’ve witnessed sinking countless hours, herculean effort, and, in some cases, a small fortune into a overhyped a new marketing tactic all for naught.
Meanwhile, ask them WHY they jumped on this shiny new object in the first place?

“Well… Everyone else is doing it… Shouldn’t we be doing it, too?”

Now, it may well be important for you to be active in the same space as your competitors (though, that’s somewhat debatable).
But aimlessly pouring in precious minutes of your time, sweat equity, and cashola with no specific goal in mind is beyond a MONUMENTAL waste.

2. How Do You Measure ROI — Return On Investment?

Meaning, how do you quantify the SUCCESS of this tactic?
Most business owners, likely you included, ultimately look for a relationship between a marketing tactic and the revenue it generates.
But many a marketing tactic does NOT translate directly into dollars earned.
Depending on the focus of the tactic, “success” could be quantified as…

• X number of leads generated
• X number of leads converted
• X number of existing clients re-engaged
• X number of blog posts or social updates shared
• Your network expanded or new contacts gained
• Relevant media mentions
• And so on and so on…

But there’s a strong possibility that none of these “results” equate to immediate cash in hand.
The point being… It’s uber-critical that you CLEARLY define HOW you intent to quantify “success” BEFORE you luanch any new marketing tactic.
Otherwise, you, like most business owners, are likely to be left wondering…

“Why am I spending *read as wasting* all this time and money, and not earning a dime in return!?”

Considering Trying Out A New Marketing Tactic (A Shiny New Objection)?

First things FIRST… Be sure to ask yourself “What’s my goal here?” and “How do I measure success?” prior to investing a moment of your precious time, an iota of your finite energy, or single red cent of your hard-earned cash!