Why Marketing Is Like Bicycling
In late May, I went on a three-day cycling trip in southern Colorado. I got to see some amazing places, including Pagosa Springs, Wolf Creek Pass, La Veta, Cuchara, and even Chama, New Mexico.
As I was grinding my way up steep mountain passes, I had a lot of time to think. And I began comparing marketing to bicycling. Here are some of the lessons I learned.
Hitting the Road: Kevin, Rick, Bruce & I get ready
to drive to southern Colorado.
Lesson #1: Consistency Is Key
Question: How do you climb more than 14,000 vertical feet in 3 days on a bicycle?
Answer: One pedal rotation at a time.
It really is that simple. You just grind it out. Set your sights on an object you can see in the distance and commit to pedaling until you get there.
After you’ve achieved that mini-goal, pick another object you can see. Keep pedaling until you get there. Next thing you know, you’ve eaten up miles of road almost without realizing it.
It’s the same way with marketing.
Marketing is not an event. It is a process. And so the spoils of marketing go to those with endurance. You have to consistently take action over time to see results.
The Pay-Off: Kevin & me at the top of Cuchara Pass.
Lesson #2: You’ve Got to Work Hard for the Pay-Off
When you’re climbing up a mountain pass, it’s hard work. Sometimes you might be going uphill for 1-2 hours straight without a single downhill section.
But when you get the top, what an awesome feeling that is!
I remember back in 2001 when I did The Triple Bypass. After climbing Squaw Pass, Loveland Pass, and Vail Pass, I got to enjoy more than 20 miles of downhill into the small town of Avon.
But I had to go 100 miles before I reached the “pay off.”
It’s the same in marketing. You’ve got to work at it. You’ll have moments when you’re coasting and moments when you’ve got to put your nose to the grindstone. But if you stick with it and focus on doing what works, you’ll eventually experience that “pay off” moment.
Cottage in the Trees: Ahh, peace and quiet.
Lesson #3: Take Time to Rest
Day 1: 46 miles
Day 2: 63 miles
Day 3: 37 miles
The only way you can have the strength to keep going when you’re logging miles like this is to make sure your body has sufficient rest.
After each day of riding (especially Day 2), I was exhausted. All I wanted was to sit and eat. So that’s what I did. Lots of sitting and lots of eating. And, of course, some good conversation to pass the time.
Each night my body began to shut down about 9 p.m. I got to bed early and allowed my body to recover before the next day of riding.
Marketers need “down time” too. You can’t stay plugged in 24/7. It kills your creativity, your passion, and your drive to get things done.
Just like your body, your brain needs rest. It needs time to digest information and clear out the tangle of information strung up in your gray matter.
Unfortunately, with Twitter and iPhones and WiFi, it’s hard to get away.
But you’ve got to get away.
So be deliberate about unplugging from the grid. Give yourself structured down time… and watch your creativity, focus, and productivity soar.
-Ryan M. Healy
