by Lorraine Ball
Every time I go to the gym I see people using weights that are clearly too heavy for them. There is pain in their faces as they struggle to lift the extra weight.
I wondered if that type of strain was required to build muscle tone and if I was missing out by using lighter weights. My trainer reassured me working with lighter weights would help me to perfect the motion and do more repetitions. As a result, I will build muscle as well, or better than the people who struggle with oversize weights without the risk of injury.
Find the Right Weight for Your Marketing
This discovery led to a marketing lesson. Too often, business owners blow their entire budget on one large campaign. A better strategy is to run a series of smaller campaigns which provide an opportunity to test different messages, timing and creative approaches.
With this approach your brand strength, and the systems to convert leads to prospects, will build slowly over time.
Mix it Up
If you do the same 6 exercises every day, you will build strength in some muscles and not others. Also, you may actually strain some of your muscles from overuse. A better tactic is to rotate through a series, cycling through a much larger collection of activities, eventually using all your muscles.
Again, that approach will work with your marketing. Instead of spending all your energy on Facebook, mix in some direct mail, or even paid digital search ads. The variety will help you reach the largest possible audience.
Once you have your marketing muscle you are ready to lift the bigger campaign to grow your business.
