I love this German proverb. This is the board next to my workspace, and I carry a copy of it in my wallet, too.
I’m not sure why, but it’s seems to always be true: Marketing departments aren’t doing enough or they are trying to do WAY too much. The former is easy to tackle so let’s talk about the latter.
Initiatives, ads, events, trade shows, blogs, websites, landing pages, direct mail campaigns, Facebook Fan pages. Whatever it is, things are tackled with full energy, then abandoned. Or started and left unfinished. There’s so much going on, there’s no time to actually measure what’s working and what isn’t.
While we do a lot things for our clients, our goal is always to help them do a few things, really well.
Bill Gates once said,
…only through focus can you do world-class things, no matter how capable you are.
Consider your current marketing efforts. Where are you investing your energy? Your money? How much time are you spending doing things just because it’s what you’ve always done?
Does it matter to your customers? Your prospects? Is it a brand driver? Are you sure?
Do the research, then focus your efforts in the few, best places that will make a difference. You’ll be glad you did.