Variety is the Spice…

fresh-baked-goodnessEstimated reading time: 04 minutes

Cake baking analogies are a popular way coaches and consultants might describe a process for marketing success.

Now I do enjoy cake but the system (aka recipe) to create marketing that works is more involved and intricate than a basic recipe for whipping up a cake.

There is simply more to the formula.

Variety is the key.

After all you can’t eat cake every time you crave something sweet can you?

Cake is not always what you want. Sometimes you want a sweet roll or another tempting treat.

When you add variety to the mix something new and fresh to discover and explore will keep you interested (and your sweet tooth satisfied).

Same thing applies to your marketing mix.

Something new and fresh keeps you interested and that is important so you keep doing the marketing activities you need to do.

Really. You’ve got to stay interested in what you are doing or you’ll just stop doing.

Your marketing mix needs variety as an ever present staple or you won’t market.

And when you aren’t consistently doing marketing activity, your business goes backwards.

Neutral is a grand illusion which kills more businesses than Carter has pills (click if you don’t get the reference).

Having only a couple of marketing activities in your mix, even if you enjoy doing them, isn’t enough.

Those few marketing activities will ebb and flow. Some will work for a while and then some won’t work for a while.

The question then is if your business can survive when the natural flow moves to a won’t work side of the mixing bowl? And it will move to the won’t work side. Guaranteed.

Have you ever tried mixing ingredients by stirring them together in the unnatural direction of the natural flow? It’s not pretty at all.

You end up wearing the eggs, the flour, the sugar and anything else in the bowl (it has to do with physics and the equator).

There is a natural flow to always be aware of no matter how many ingredients you have in your marketing mix.

And to maximize the opportunity for those ingredients to work in the natural flow, you have to have a variety of them on hand in the right combinations so some will work when others won’t.

A simple exchange is at work here. All the ingredients are good ones but they won’t all do the work they do best at the same time.

Face it. If they all worked every time and all the time you would get bored. Variety would not exist and you would likely stop doing the activities (unless you enjoy being bored).

Your recipe gives you structure to complete your sweet treat. There is an order to the mixing and blending.

There’s also the precious time you need to allow your dough to rise and complete a process of alchemy long before you ever preheat the oven.

Rushing the measuring and mixing then throwing your concoction into a thousand degree oven so it gets done fast will never work.

One taste of your rushed result (if you dare) will tell you something is wrong in an instant.

On the other hand, following a recipe, paying attention to the subtle details and allowing time for the mix to do what the mix is supposed to do will yield tasty results.

Your marketing mix is no different.

Tasty marketing results follow a structure or recipe. Your recipe (or one you borrow and make your own).

And since you don’t want cake all the time, you’ve got to have enough ingredients to create the marketing variety you crave.

But what about the people you serve? You just came across the most important ingredient in your marketing mix. Those you serve.

You see, your crowd of raving fans enjoy variety too.

They enjoy sitting down with you to eat the sweet treats you create (aka digital content, information products and eLearning courses).

And just like you, they don’t always crave the same flavors.

You’ll know your marketing efforts are paying off as those you serve will want and ask for more.

When your recipe resonates with your audience, they’ll ask for another one of your treats to savor.

Perhaps they will even ask for a big glass of cold milk too.