Slow Down and Grow

I was working with Catherine on relaunching a lead magnet with a series of follow-up emails. The follow-up emails are designed to help someone new to her get to know her, use a tip or two that she shares with them, and direct them to her membership.  

Ideally, they register for membership. Less ideally, they look at the membership then stay in touch and join later.  

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Once the lead magnet is relaunched, we’ll put a check-in point on our calendars to assess the success of the emails. Is checking in on success necessary? Yes. And many people skip this step when in the throes of daily business.  

Here’s the thing- if you are only looking at the very end of the tail after the strategy has been in place for months, ie. how many sales did I get, or how many people registered for the membership, you are missing out on all of the learning in between.  

Generally, folks look at the results and react according to the results. If things go well, they don’t change anything. If things don't go well, they throw the entire strategy out with yesterday's lunch. Either way, you end up missing out on information that could give you even greater results. If things went badly, checking in periodically could have moved a disastrous launch into the only mildly bad or terrific launch.  

It can be painful to pull apart a strategy email by email, post by post, or video by video to determine whether it resonates with your target audience and to understand where people are losing interest or leaning in. Those bits of information should inform how you create a strategy moving forward. You can tweak the remaining information to take advantage of what is working and rethink what is not working.

You do have to slow down long enough to do the work. You do have to give your team time to pull out the information and integrate the results of that information so that you can move forward more powerfully. 

You do have to stop moving so fast that you miss the learning along the way. It’s worth slowing down to speed up and grow.