"It's summer time!"

Hello  



I was chatting with a friend of mine at dinner the other evening
when she reminded me of a great expression often used, but
NOT in the context she used it.

Perhaps…

Like me you like these expressions. I find them an ideal way
to create a mental hook on which to hang my mental hat of
learned ideas.

This one was:

“One swallow doesn’t make a summer!”

And of course it usually means when one GOOD THING has
happened – it doesn’t follow good things are going to keep
on popping up their smiling faces.

In fact…

Many negatives love to be able to trot out the ‘one swallow’
expression to diminish the joy of others.

However – the conversation in play here was of a marketing
variety and the expression reversed.

One bad result in a marketing campaign doesn’t mean the
whole basis of the idea, product or service is wrong.

Oh no!

Simply that we need to test different routes to market, different
headlines, different offers, different media, different everything
until we find the mix that works.

Especially…

If we’ve done our research and know there is a market for
what we have to offer.

So – if you’ve tried to market or sell something and the first
attempt didn’t yield the results you hoped for and expected,
then – remember:

One swallow doesn’t make a summer

And:

One lost battle isn’t a lost war.

Have fun – marketing is – isn’t it?

Go on then!

P.S. comments, thoughts, ideas, puzzles or laughter to: peter@tgimondays.com

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