Charles Darwin is frequently credited with having coined the phrase “survival of the fittest.” The general idea, of course, is that the creatures that are best suited to their environments thrive and multiply, whereas the ones that fail to adapt die off. In the natural world, I think there’s a lot of wisdom in Mr. Darwin’s attributed observation. Here in the brick-and-mortar retail environment, however, I think a more fitting observation would be “survival of the persistent.”
Specifically, I think persistence pays off most when it’s applied to self-promotion (i.e., marketing). The drawback to being persistent in a promotional effort is that it requires us to add a new cog to our time wheel. Now, I’m not talking about a one-time event or promotion, such as a 20th anniversary sale or a meet-and-greet event at the store for some touring band. I’m talking about adopting self-promotion as a part of your regular routine, and then sticking with it over the long haul.