Follow This Common Sense Advice and Avoid Making Marketing Hard
The statement you just read sounds like common sense: It’s easier to amplify what’s working than to explore something new.
The problem is that most business owners and CEOs of small businesses don’t know what’s working, and even when they do, they may not think of it as marketing.
Referrals are a good example. Most small businesses get a lot of referrals, but they have no strategy to increase the number and quality of referrals.
Consequently, they don’t employ” cross-channel amplification” — for instance, using demonstrations or speaking engagements to enhance referrals.
In this article <https://buff.ly/3sfRg9X>, I lay out more details.