Are bright shiny objects ruining your business?
Are you skipping from marketing idea to marketing idea but finding nothing seems to “stick?”
Are you so busy creating “new” stuff that you’re missing out on the benefits of (shock horror) focusing on FEWER things that you repeatedly do?
Now… if you’re new to the term “Broken Record” related to your marketing, it came about at one of our Marketing Success Mastermind 2-day meetings.
We schedule these 2-day events every 90 days – so around November each year, we focus on looking ahead 12 months and putting a strategic plan together for the full 12 months. Then every 90 days after that, each Mastermind member focuses on a specific project to get done or moved forward in that 90 days.
Each project aligns with the strategic objective and the overall annual plan.
And what we noticed in the early days of the Mastermind was that every 90 days, our Masterminders were committing to overly ambitious projects that they couldn’t get done in 90 days, which led to them feeling overwhelmed.
AND they were very often something NEW.
For example, a new product or service was being created, an entirely new marketing approach etc.
My co-facilitator Michelle and I encouraged members to do less, stay focused, and avoid too much complexity or new for the sake of new.
And gradually we started to see women planning LESS new in the next 90 days and doubling down on what worked, more “rinsing and repeating” rather than getting sidetracked by ‘shiny’ new ideas.
At one of these meetings, the Masterminders were declaring their projects, and the lovely Fiona Keary of Style Liberation – a fantastic business that offers personal styling through consulting, courses and membership and has a wonderful Facebook group called 35+ Where to Shop – said:
“I’m calling my project – Project Broken Record” – I’m not doing anything new; I’m just doing what I did last time and making a few minor improvements and tweaks”.
And we all loved it so much that the name “Project Broken Record” has stuck and has been adopted as the ‘norm’ by many of our Masterminders.
Fiona’s business has gone from strength to strength a few years since she started practising “Project Broken Record”.
She’s grown her Super Stylers membership, course takers, and team. Her Facebook group is thriving, and she’s not running around like a crazy person.
Each time she runs her campaigns, she has what she did last time as this rock-solid foundation.
She’s got systems. Her team is trained.
They know what to do because it’s what they did last time. So the team can be a MASSIVE support to Fiona.
We all know that feeling when you’re doing something new. You’ve left things to the last minute.
Maybe you’ve left things so last minute that it’s too late to brief your team in. So, you’re stuck at midnight the night before your promotion, doing something that someone else could have done for you instead – like packing goodie bags or programming your web page when you don’t know how to code or writing copy or any number of other things.
When you apply “Project Broken Record” to your marketing, a lot of that overwhelm goes down.
And the repetition gives your team a lot of confidence, AND it’s great for your audience… not everyone wants to buy the first time or even the second time around. It’s incredible how many people have been on our email list for months and even years before buying from us.
My co-host Michelle Falzon and I delve more into this idea of “Project Broken Record” in the Content Sells podcast episode.
It’s such an important lesson that we can all learn from what Fiona has done and what we see more and more of our Mastermind members doing every day.
Here’s to doing what you love,
PS What do you think? I’d love to know.
Hit reply to let me know.
And listen to this podcast episode to hear more about:
- How fashion stylist Fiona Keary changed her business, claimed back her sanity and made a massive breakthrough when she discovered “Project Broken Record.”
- Why reframing your view on repetition could free you from overwhelm!
- How to know when to stick with an idea vs abandoning it and moving on.
- Why we stop doing things, even when they’re working really well (and how to save yourself from making this mistake!).
- And much more!