Shiny Object Syndrome Suffering
Once upon a time there was a young(ish) marketing manager called Janine Coombes.
She commuted into London and had a lovely time swigging cappuccinos and attending important meetings.
She ran many marketing projects, which had indecipherable KPI’s and a list of stakeholders as long as your arm.
There were processes. There were objectives. There were reviews. There was order.
One day she decided to reproduce.
To avoid the London Underground, Janine set up her own business helping small businesses get more clients through simple marketing processes.
The world became foggy. Mists of uncertainty clouded her judgement. She found herself questioning every little decision. Leaving her no energy for the big decisions.
She paid for a content planning course only to change her mind on her ideal customer and never implement it.
She joined an online membership despite being told that she wasn’t ready for it.
She invested serious money in a coach hoping she could get her out of this muddle.
None of it helped.
Then one day, light broke through the swirling doubts.
Like Neo having swallowed the red pill, Janine could see how everything slotted together!
She remembered her marketing training. She realised her years spent doing marketing for other people meant that she could see why people (including her) were getting side-tracked.
What do you need to do before shouting about what you do?
You decide what you’re selling, to who and why.
You set your objectives.
You plan your resources.
Basic marketing processes.
She could now see that, like many other small business, she’d been lured onto the rocks by treacherous sirens.
Come-hither content marketing. Seductive social media. Magnetic multimedia.
She’d jumped into the marketing communications, but forgotten to do the marketing strategy first.
Is content marketing and social media inherently bad?
Of course not.
But they DON’T WORK without a clear strategy and plan for your business.
Is any of this familiar?
- Buying a course but not getting round to finishing it
- Taking part in group programmes but get lost halfway through and feel like it’s your fault that it’s not working
- Changing the direction of your business based on the advice of a respected friend or influencer (who don’t know your business goals…)
- Not being able to articulate exactly what you do or why people should buy from you
These are symptoms of shiny object syndrome. (Eek!)
And the cure is simple. (Hurray!!)
Step back. Get clear on where you want your business to go. Break your big, scary goals down into smaller chunks. Examine the things that aren’t working. Is it because you haven’t stuck at it long enough? Or is never likely to work?
Above all else, focus.
It sounds straightforward. And it can be! But it can be so difficult to do yourself.
What’s the long term prognosis for shiny object syndrome recovery?
Do I still suffer from shiny object syndrome?
Yes, I still get sidetracked from time to time. I trialled a LinkedIn video group programme earlier in the year but quickly realised that it conflicted with my big goal of being a champion of marketing strategy.
And I’m a sucker for a conference! Especially if my mates are going. But I’m getting better at sticking to my budget.
If you’re still finding it difficult to focus one one thing at a time book a call with me to see if I could help you knock shiny object syndrome on the head. And get you more clients while we’re at it!
Janine Coombes works with small business owners who are fed up of having no time and of feeling out of control of their promotional efforts. If you’re telling yourself ‘I should be doing this! I should be doing that!’ book a call with Janine and she’ll make all those nasty shoulds go away: bit.ly/JanineCoombesBookACall