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Direct Response Marketing

Editor’s Note: Making Resolutions That Stick

1 Jan, 2013 By: Thomas Haire Response


Many people say that New Year’s resolutions often end up on the trash heap of good intentions by the end of January. In a lot of cases, those “many” would be right.

However, isn’t that more of an indictment of many folks’ ability to follow through rather than the “silliness” of a New Year’s resolution? Certainly, no one needs to wait for a calendar to switch from December to January to make a needed change in his or her life (or business). But the idea of a fresh start that each New Year carries with it does make it a natural time to commit to such efforts.

On the desktop of my Mac here at the office, there’s been a Word doc entitled “2012 Personal Goals” since December 2011. While not wholly inclusive of everything I wanted to accomplish last year, the document allowed me to keep count of two different things I thought were important to my physical and mental well-being: the number of times I worked out during the course of the year and the number of new posts made to my personal blog.

In 2011, I had slacked off from the gym and other physical exertion — for a number of reasons — and the expected weight gain followed. And, for Christmas in 2010, I’d been gifted a Web domain to create my own blog. I spent much of 2011 wondering just what the heck to do with it, which led to it being updated much more rarely than I would have liked.

So, to remedy these two things, I set goals — realistic ones that I believed I could keep up with, but that would make a big difference. Nearly 200 workouts later, I am 20 pounds lighter and will run my first competitive “race” this month, a 5K in downtown Los Angeles. And, with about 40 new blog posts in 2012, I nearly quadrupled the number of total posts on that site.

Certainly, if you set outsized goals for yourself, it’s often harder to see progress early in the process. Visualizing progress is important to the achievement of any goal — and lack of visualizing progress usually winds up with those goals tossed casually aside much earlier than they should be.

It works the same in the DR marketing business. While the recovery from tougher times in 2009 and 2010 has been slower than many would have hoped, the measured progress seen in the latter stages of 2011 was not only welcome, but also created an industry hungry for bigger goals — many of which were achieved in a 2012 that appears to have been the best year in a half-decade.

With those same realistic goals, the direct response business can see similar results in 2013 by continuing to show resolve, creativity and consistency of effort. Here’s to what we can all make a great new year!

— Thomas Haire, Editor-in-Chief (Twitter: @thrants)


About the Author: Thomas Haire

Thomas Haire

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