April 11, 2008


Filed under: Marketing Tactics — Robert John Ed @ 2:34 am

John @ Duct Tape Marketing had a nice little ditty about focus today.

It got me thinking about how we get so stressed out. It’s very easy to lose sight of what’s really important considering how immense our objectives can seem. Marketing tactics are an easy way to get lost, because more and more intriguing opportunities arise, and we certainly don’t want to throw away the next million dollar idea. So we try it for a bit, but before you know it there’s another in the hopper. Due to the ever increasing available tactics, sooner or later we forget what our main focus is.

I’ve witnessed it myself and it’s an easy trap to fall into (actually I’ve done it myself, many times.) In fact, I’d say it’s a natural occurance for most people driven to improve current practices.

So to take some advice from my favorite book of all time, “Simplify! Simplify! Simplify!” Thoreau truthfully could have cut that to one iteration, but he was probably searching for reinforcement through repetition.

Simplifying your life will have valuable repercussions. Can you think of what makes you really happy? Most people are driving toward the next big payoff, which will allow for a nicer car or nicer whatever. Personally, I miss walking barefoot on gravel roads around Lake Ida during mid-summer dusk. Earth quieted as night and day intervene a moment and for a few brief minutes, all was right. Those days are gone. Today, I’d be happy with a sunny Spring day where I can bike around the lakes in Uptown. It’s easy to keep chasing. You may want to rethink that. I certainly am.

Simplifying your marketing could have similar benefits. Set a strategy based around a few objectives over the long term and pick a small amount of tactics you can execute perfectly and, just as importantly, track the results. So there is your simplification: plan, execute, track and repeat.


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