Ziggy2About a month after I started my business, I created the most successful marketing campaign I’ve ever had. I sent about 50 letters to business owners with a pitch about how I could help their business. From that one mailing, I think I received 10 inquiries and at least five paying customers. Furthermore, two of those customers are still with me, and both use me each and every month.

Since then I’ve sent out probably 10 or so other campaigns — emails, letters, postcards. The ROI has been dismal, yet I keep trying new things. I’ve *never* gone back to that successful campaign tactic.

This, of course, makes no sense. When a small business owner discovers a strategy that produces amazing results, why wouldn’t she keep doing it until it no longer produces?

The problem stems from one of my weaknesses as a small business owner and as a professional in general: I get bored. Yeah, that worked. What else will work? How can I be even MORE clever? What else can I do that will catch the eye of a potential client?

I’ve been plotting another huge letter campaign to announce my new look, services and website. Oh boy did I have some great ideas about promoting Avenue Z! I’ve been so excited about the prospect that I haven’t stopped to think about the potential ROI. Is it a good idea to send hundreds of “look at me” letters to a general audience, or would my time be better spent identifying more people in that original pool of contacts and sending them an updated version of that successful letter?

Dang. You’re right. I’ll be a good little business owner and take the more traveled path.