Remember the real Airport movie? The food was contaminated on the airliner and people became so sick they became unconscious and some died. Two different meals were served—fish and chicken as I recall. All those who ate the fish passed out. Naturally, the pilot and Co-pilot ate the fish. Before dropping dead, the pilot flipped on the auto-pilot switch. The “stewardess” (I don’t think we’re allowed that term today) took control and landed the plane safely.
Well, there is no auto-pilot to handle your marketing. If you’re lucky, you might have a stewardess capable of a lucky landing but that’s unlikely.
What the heck am I talking about?
If you think your website can just sit there on auto-pilot hauling in hoards of customers, you’re wrong. If you’ve set up a Google Adwords account and selected a few keywords and let those key words land you big sales, you’re in for a crash.
You must pilot your website and your marketing. Those critical business components absolutely must be handled by someone who knows what they’re doing or your business will crash.
In business, there is no auto-pilot.
Chris Reich, Author of TeachU’s Business Talk Blog