You know That Guy (or Gal). They have an ego because at some point they have been successful (perhaps moderately, perhaps significantly). Right now, That Guy is living off his past success...but his marketing is stagnant. So many have the attitude, "Do what you've always done, get what you've always gotten." Well, guess what? If you're lucky, you'll get what you've gotten. The rest of the world is moving forward, and if you're sitting on dated tactics, you will get left behind. "I've been successful with this and even if I don't grow 1% more, it won't matter because I've got income from doing this just as I always have." Again, good luck with that. I don't want to be the one sitting still as the rest of the market moves forward.

Do you realize how little it takes to be better? Sometimes I am amazed at how little people expect. In one job, I earned a $9K raise in 6 months, the next $13K in 2 months. Why? Because I actually WORKED! I didn't just go in and get a paycheck, I actually added revenue. Let's use that second job mentioned as an example.

At the last mentioned job, I was one of the youngest people in the marketing department, one of the newest hires, and the only person who made more than me was the Director of Marketing. I made more than my manager. How could this be?

1. I knew what I was doing, and if I didn't---I learned quick. I asked experts---and get this: they're in your office too, maybe at the end of the hall. I took people to lunch and did research in my free time.
2. I had contacts in the industry and in the firm, and the CEO (500+ employees) knew my extension by the end of my first month there. Why? He'd seen the results and knew I could provide what he needed (see 1).
3. I helped others when it "wasn't in my job description" and the guy who handled supplies and inner office mail delivery got the same friendly greetings and respect as the VP in the corner office.
   

Okay, those are 3 general freebies (you have to buy the book for the rest!), but I think you're starting to get the picture now.

So there are 2 basic tenets here---Be the best at what you do. If not, get out of the way because the person who really wants it, will take it. Be relevant to your industry and audience.

If you think doing what you've always done is enough, go ahead and get in the back of the line. Constantly change your formula. You can use your trusty tools, but don't leave it at that. Get back to basics, cut the fat, fine. But be willing to LISTEN. I've been hired by firms as a consultant to help them boost their marketing efforts and increase sales. I was seen as the expert---why else would you pay me?---but then NOT LISTENED TO! What is wrong with this picture, people? I'm sorry, I don't want to just take your money. That's really no fun for me. I agreed to help because I believe you have a needed service to provide and a lot of untapped potential. Do not tell me that you have a well-oiled machine with the fact is---you don't. Your thoughts are in the swamp, just sitting there, stewing, not pouring over like a waterfall.

This is 2008, not 1958 (although I'm sure that was a great year...just wasn't here to appreciate it....I know many fine things were around, like this sweet Imperial on the left.)

If you're selling real estate, know your buyer. Postcards and cold calls may work in your area. Others may need to rely heavier on e-resources. In the end, you are in control of your efforts, and who you listen to---hire outside help and rely on the expert or trust your instincts? It's your call.

Times are changing. Are you? Remember: Be the Best and Be Relevant!

Monday Morning Marketing Meeting is part of the Audrey blog series and will appear each Monday. If you like this, come back next week for more. Or better yet, refine your palate and subscribe to get your daily dose!

About the Author: Audrey Hoffman is one cool chick, if I may say so myself. (Looks like I just did...) Based in Baltimore, Audrey's SimplyStage provides solutions for sellers' in today's real estate market. National clients are located from East to West Coast and additional services include graphic design, marketing, business development, corporate communications, and writing services. Curious? Email audrey@simplystage.com.