Christopher Doran - www.christopherdoran.co.uk

We’ve all heard the phrase ‘If it ain’t broke don’t fix it.’ It is true in business as well. Often we think things are doing okay for a while and then all of a sudden we get a new inspiring thought. Be careful of this though because it may result in you wanting to change something working already very well for you.

It is very important to look at what is going on in the marketplace and adjust your offering to meet new demand. That is a good thing. However, if a marketing campaign is already working well that may not be such a good thing to change. If you do, you may just be killing off the goose that lays your golden egg.

How do we counter this? First check and see what is going on. What is really happening? Don’t just take it for granted it is a great idea to change something. It may appear old hat or boring. Boring can be very good news indeed. Profit making should be as boring (and predictable) as possible.

Just think of all the everyday items and goods sold are household names. Look at something like Marmite or Kellogg’s Corn flakes, Bic biros. These are just three lines that come quickly to mind. Why? They have kept their product and brand image the same. This is even down to the packaging. It has been the same for years and years.

The Marmite jar has not changed probably for half a century! So before you go headlong into changing a product or service your business offers, just look at exactly what is going on in the accounts. Look at the profits being made. Don’t just assume the buying public are tired of the same images and branding because you are.

A big mistake and the loss of big profits can be saved. Being too close to the canvas can mean you cannot see the picture. It is likewise very easy to be too involved with your company work and all that that entails to be truly objective. Here is where the problems start. You need to keep a very keen weather eye and not lose focus on what is really important.

It is easy to do this and become side-tracked and unsure of which way to move forward with products you are successfully marketing already. So don’t change a thing already working. Check what results are right now before you consider doing anything different. If you think a change is due, then test the result of a single change, rather than one big one. You will keep your profitable business flowing and producing essential profits well into the future.

Keep Profitable

Your Profit Coach

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