Sugarman Trigger #12 - Timing
If you're going to jump on a fad bandwagon, knowing when to get on and get off is wise. But in reality no one knows the exact timing. This is why Sugarman always recommends you first test every product you sell before placing a big bet.
He says, "The consumer will always tell me if I'm too early or too late or right on target."
Sugarman recalls a time he produced and tested a portable blood pressure unit. It was doing alright, but not great. But then the American Heart Association started running a major advertising campaign suggesting that Americans take their blood pressure regularly. This luck of timing proved to be very profitable for him.
However sometimes you can do everything right, and the timing is just wrong.
Sugarman recalled a time in the 1980's when he was running his mail order catalog that President Jimmy Carter went on TV and scolded the American people for running up too much debt on their credit cards. This was bad timing for people like Sugarman who relied on credit card orders!
So to have a better pulse on timing than others, it's wise to keep a close eye on current fads and trends.
Image Description
A playful stick figure illustration of a person checking a wristwatch. This visual humorously emphasizes the concept of timing.
Positive Aspects
The image adds a lighthearted touch to the post, making the serious concept of timing more approachable. The stick figure's focus on the watch reinforces the importance of timing in marketing decisions, perfectly complementing Sugarman's advice.
Key Takeaways
- Test Before You Invest: Always test products before making large investments to gauge the right timing.
- Listen to Consumers: They will indicate if your timing is off or right on target.
- Be Aware of Trends: Keep an eye on current events and trends to potentially capitalize on favorable timing.
- Timing is Unpredictable: Sometimes external factors, like major campaigns or economic shifts, can affect timing.
- Learn from Experience: Use past experiences to understand the impact of timing on business outcomes.
Additional Insights
Timing is like surfing—catching the wave at the right moment can lead to a thrilling ride, but miss it, and you might be left paddling in place. Sugarman's anecdotes remind us that while some factors are out of our control, staying informed and agile can help navigate the unpredictability of market timing.
