I find it quite weird when I hear people say “cold calling doesn't work”.

Or “email marketing doesn't work”. “Networking doesn't work”. “Advertising doesn't work”.

There are people making each of these marketing methods work every day.

Some might be less effective than they used to be. Or difficult to learn. Or costly.

But they all work.

What “nnn doesn't work” usually means is “I can't make it work”. Or more likely “I don't like it”.

And actually, that's OK. Instead of trying to convince ourselves that something doesn't work we should admit we just don't like doing it.

And in all honesty, there are plenty of marketing methods that I just don't like. And if I don't like something I just can't do it.

I've tried.

Honestly.

I've heard all hustle and grind speeches. About how if you want something bad enough you'll do what it takes. 

And that might well be true on a sporting pitch for 90 minutes.

But try to sustain doing something you don't enjoy week in, week out for any length of time and it just won't happen.

You'll find ways of procrastinating. Avoiding. Having other priorities.

And if the thing you don't like doing is supposed to be your primary source of new clients that spells trouble.

That's why I always count whether I enjoy doing something as one of my primary criteria when I'm trying to select marketing approaches. It's right up there with its effectiveness.

The good news is there are so many different marketing approaches these days that you're bound to be able to find one that you enjoy doing.

Ignore the “experts” who tell you their method is the one best way and you must do it or you're missing out. They have an obvious vested interest.

Kiss a few frogs and find out what works for you.