I remember it like it was yesterday. I was working as a Public Information Officer near Washington DC and I had just spent 6 weeks planning a recycling carnival. There would be clowns! Face painting! We would recycle bikes, paper, eye glasses, cell phones!
I had done my homework and lined up press coverage for the event. I had commitments from the Washington Post, the local news channel, the local paper.
It really rained that day so nobody came (not even the clowns!) and
An airplane crashed in the Potomac River – so we got no coverage.
6 months of my life wasted. Ugghh! I was totally crushed.
Have you ever felt like that? You work HARD and it just doesn’t turn out. You write the sales page, promote the event and nobody shows up.
Fortunately, life does do-overs.
I did the same event the next year and it won a national award. I built on my previous work – and lucked out a bit (i.e. the weather was much better and there were no crashing planes).
When your marketing campaigns don’t work, don’t start with a whole new product. Build on what you have! Why waste the work that you’ve already done?
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