My digital marketing peeps might come for me on this one, but I’ll say it anyway: I love that marketing is noisy.
That’s part of what makes it fun.
A lot of marketers are obsessed with conversions and data.
Fair enough. The numbers are easy to grab, and we’re all trying to optimize. Plus, someone upstairs always wants proof that marketing is actually doing something.
But… marketing is mostly about missing the target.
If your business doesn’t have strong brand recognition yet, you’re basically firing arrows at a faraway target and hoping something lands. Most won’t.
So your options are simple — fire more arrows, or find ways to get closer to the target by getting better at aiming and firing. That’s the math.
But even when you nail the math and finally hit the bullseye, everything changes on your next shot.
The wind shifts.
The target moves.
You’re a little less sharp that day.
Your equipment behaves differently.
Even the depth of the breath you take right before you release the arrow can throw all the coordination off.
Heck, if you understand astrodynamics, we’re not even in the same position in the universe.
Every moment is imperfect. Every test will have anomalies.
So what’s the move?
Stop trying to fight the noise.
Embrace it.
Use data as interesting clues, not as the end-all reason for how to proceed. When you stop living in the cells of a spreadsheet, you actually free yourself up to try more things, be more creative, and enjoy the whole process a lot more.
And you’ll find your way to hitting the target because you’ll be in the moment.
