Does Your Marketing Plan Need Changing?请问您的营销计划需要改变？

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How many times since the commercial release of the Worldwide-Web have you seen sudden "breakthroughs" of great fortune-making potential come and go where just a few people were in the right place at the right time to be able to take advantage of them?多少次，因为商业发布的全球Web的，你突然看到“突破”的巨大财富的潜力来来去去的只是很少人在正确的地点在合适的时间，以便能够利用这些机会？ -- You're right ... -你说得对. .. very, very few.非常，非常少。

Article source: http://postcardmania.com/ . 文章来源： http://postcardmania.com/ 。 Used with author's permission. 用作者的许可。

Change is good, right?变化是一件好事，对不对？ Not always.不一定。 But when is it bad?但是，当它坏？ Is it a question of good or bad?这是一个问题的好或坏？ Sounds philosophical.声音哲学。 Maybe it is.也许是。

Philosophize on this…why would one take something that is going good - no..哲学对这一...为什么要采取一种东西会好-没有. . great - and change it?伟大的-和变化呢？ Obvious answer is to make it better.答案很明显是要让它变得更加完美。 Not!不！

In business or in marketing, change is not always good.在商业或市场营销，变化并非总是好的。 When you have certain promotional actions that are in place making things happen, or in better terms, making you money - don't change them!当您有一定的促销行动，在决策事情发生，或在更好的条件，让你钱-不改变他们！ Why do I say this?我为何这样说呢？ Because I see it time and time again.因为我看到它一次又一次地。 Someone has a marketing campaign that is bringing in a good return on investment and they up and decide to change their postcard!有人了一场营销活动，带来了一个良好的投资回报，他们行动，并决定改变自己的明信片！ What?!?!?!?!?什么?!?!?!?!? Change your postcard - why???????更改您的明信片-为什么? ?????? "Er uh, we just decided to do something different." “呃啊，我们刚刚决定去做一些不同的。 ”

And then some three or four months down the road, they call back with their tail between their legs and ask - no demand to have everything back the way it was before.然后一些三，四个月的道路上，他们回电的尾巴之间的双腿和要求-不要求拥有一切的方式回到以前。 In this latter case - change is good.在后一种情况下-改变是好的。

I am not just saying that to say that one should always keep their postcard marketing campaign the same and never change it.我不只是说说，一要始终保持其明信片营销活动一样，永远都不会改变它。 Quite the contrary.恰恰相反。 Change your marketing, change your habits, change your way of life when it warrants it.更改您的市场营销，变更您的习惯，改变你的生活方式时，令它。 There is really some truth to the old adage "If it ain't broke, don't fix it."实在是有些道理的老格言： “如果它没坏，就修复它。 ” Maybe it is human nature to want to change everything once something gets going just the way they planned it.也许是人类的本性想要改变一切的东西得到一次去的方式，他们计划它。 Who the heck knows? All I can say is step outside the human-nature box.我能说的就是步以外的人与自然方块。 Change only when things are drastic or when change is warranted.涨跌只有当事情严重或当变化是必要的。

Drastic circumstances deserve drastic measures.激烈的情况下应该采取严厉措施。 But how do you determine drastic?但你如何确定激烈？ Sometimes that is really easy.有时这确实是容易的。 Your company's income is crashing.贵公司的收入是崩溃。 Do something!做些什么！ Change!更改！ Or better yet, figure out what you changed and get it back to what was working.或更好的，找出您变更并获得回是什么工作。

How about a plateau?如何高原？ Does that deserve change?这是否应该改变？ Depends on how long that plateau lasts.取决于如何长期的高原即止。 I have never seen things leveling off and staying level forever.我从来没有见过的东西趋于留一级和永远。 It either goes one of two ways - up or down.它可以不用两种方式之一-上涨或下跌。 I know an optometrist who had a very successful practice in small town USA.我知道谁是验光师进行了非常成功的实践在美国小城镇。 He never really marketed.他从来没有真正销售。 He never really had to.他从来没有真正了。 People knew of him from miles around.人们知道，他从海里左右。 Mainly he did PR stuff - a fundraiser here, networking there, etc., etc. His good works made him well known and respected and the community ooo'ed and ah'ed over him so much the paper loved printing it.主要是他没有公关的东西-一个筹款在这里，网络存在，等等他的优秀作品，他众所周知的尊重和社会o oo'ed和a h'ed了他这么多亲人的文件打印它。

But things changed.但事情发生变化。 Malls started opening up.商场开始对外开放。 People started shopping out of small-town USA and into the bigger cities.人们开始购物的小城镇和美国的大城市。 The environment changed.环境的改变。 But he didn't.但他没有。 He still kept a good practice, but you could see something interesting - his gross income started to plateau.他仍然保持了良好的做法，但你可以看到一些有趣的-他的总收入开始高原。 And over time - many years - that plateau gradually started to show where it was really going.随着时间的推移-多年来-即高原逐渐开始显示出它是真的。 I actually don't have to say where - you've got the picture.其实我并没有说在那里-你的图片。

Now, would that demand drastic measures?现在，将这种需求的断然措施？ Taking into account inflation, cost of living and other factors that are on the rise - yes, I would say that would demand drastic measures.考虑到通货膨胀，生活费用和其他因素的影响，正在上升-是的，我要说的是，将要求采取严厉措施。 Did he take them?他带他们？ Not until the direness became all too apparent.直到direness变得十分明显。 But yes, he finally did take them.但是，他终于没有考虑他们。 He started postcard marketing his you-know-what off!他开始推销他的明信片，你知道是什么了！

I have another client that is just a dream.我还有一个客户端，只是一个梦。 They have had the same list for the past 5 years, ever since they have been in business - thirty thousand physical therapists they mailed to over and over and over and over and … They never changed.他们有同样的名单在过去的5年，因为他们都已经在企业-3 0000物理治疗师邮寄给他们，多和重复和. ..他们从未改变。 They figured if it was bringing in the income it was the thing that was working.他们计算，如果把它的收入，这是事工作。 And it worked and it still works.它的工作，它仍然工程。 And today - they made Entrepreneur's 100 Hot List for 2005.今天-他们创业的1 00热线清单2 005年。

So, next time you think about changing your marketing plan, look to see if it needs it.所以，下一次你想改变自己的营销计划，看看是否需要它。 Look at your numbers.看看你的号码。 Are they improving?他们改进？ Declining?下降？ If your income is going up - don't change one single thing.如果您的收入增长-不改变单一的事情。 But if it is going down or flat lining - for heaven's sake, change!但是，如果它正在下降或持平内层-为天国的缘故，改变！

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