There's a phrase I hear a lot when I talk to people about their marketing. it runs something along the lines of…

“Yeah – we did that and it worked really well for us…then we stopped doing it.”

I hear versions of it time and time again. Often in groups where people ask what someone's experience of a certain technique or approach is.

There's always someone who's done it, had good success with it, then stopped doing it.

And often they follow up with “…perhaps we should start doing it again”.

Written out like this it seems mad that you'd stop doing something that's working for you. But I've done it myself many times.

The old thing becomes boring. And something new and exciting comes along that promises even better results.

So you stop doing your old, boring-but-successful thing and try the new thing.

Usually it doesn't work as well.

But then you move on to the next new thing. And the next.

We all do it.

But maybe next time the urge comes to change what you're doing, rather than thinking about the next big thing, have a look at what's worked for you in the past you could try again.

Maybe jazz it up a bit, make it even better. But give that old, proven thing a try again. it's got a pretty good chance of working for you.