131. Baking it Down - Consistent Crows

Baking it Down with Sugar Cookie Marketing 🍪

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🦉 Consistent Crows
Ruth Ann (twin grandmother - my middle name is Ruth, Corrie's is Ann... you see what they did there, don't ya?) has a habit of being consistent. Not just any type of consistency - she's radically consistent. I mean - you could set the atomic clock to her ability to wake up at 6AM on the nose.
So - last year, 🦉🦉🦉🦉🦉 (I know, these are owls - but there's no crow emoji) when a family of 5 crows shows up at the bottom of the driveway one day and she sprinkles (🍧 see: hundreds-and-thousands) some cinnamon buns for them, a year later she now considers herself the proud parent of "her crows" - who show up every day around the same time for a bun-filled breakfast.
Ruth Ann (twin grandmother - my middle name is Ruth, Corrie's is Ann... you see what they did there, don't ya?) has a habit of being consistent. Not just any type of consistency - she's radically consistent. I mean - you could set the atomic clock to her ability to wake up at 6AM on the nose.

🤔 "Why are we talking about crows in a baking podcast?"
🦅 Because crows are the 💣 bomb-diggity, that's why. Kidding - because consistency is the 💣 bomb-diggity when it comes to making sales numbers.

Oftentimes, in the directing world of "what's everyone doing to market their business" that is the SCM group, 😖 we head off in a thousand directions never letting the marketing we just planted have any time to germinate and produce results.

😕 Our audience is being jerked around from new idea to new product, and our messaging is a muddled mix of marketing campaigns never reaching completion before the next one, the next one, and the next one are launched.

As a result, 🙅‍♀ we're left thinking marketing doesn't work and the twins were lying, and that person in the Wednesday Wins thread was just making up their success, and that other person who taught the pop-up Live must have been selling snake oil because 🚫 marketing doesn't work. 🚫

Marketing - in the way you implemented it - doesn't work. But that doesn't mean it doesn't work. It means you've learned how to tweak and retest is for better results in the next round. 💡 Just call you Edison. 🍞 Breadison? Get it... because baking.

Anyways.

⏰ Extend your marketing campaign's run time - then stick with it to the end. Let's get enough data points to be able to better forecast our results. Let's give our audience time to adjust to new products. Let's spend that time finding our target audience for this new product - one's willing to throw their hard-earned cash at you and your cookies, classes, cutters - whatever.

Marketing takes time. 🗓️ Good marketing takes more time. Set a goal to give a new marketing campaign - classes or DIY kits or drop cookies - 🪦 at least a month of consistent marketing before you call the time o' death on that option. Heck - I'd prefer 2+ months. Corrie and I marketed our first cookie classes for 3 months before it started seeing movement.

Consistent marketing includes consistency in posting schedules, newsletters, follow-up, and photography. It's the whole gamut of consistency that will consistently bring you in more dollars.

👂 Snag this podcast on any major podcast player (Spotify, Apple Music, Audible, Amazon Music, or your desktop) by clickin' here - Episode 131 - Consistent Crows.