Too many marketers spend too much of their precious time laboring over a grandiose, cumulatively exhaustive, integrated marketing plan (!), before they could do anything about it. In my experience, most of it stays on their spreadsheets without ever seeing the light of the day.
What might work better though is that once you have figured out a general sense of direction - then beat that inertia and quickly start running. Which simply means: run that email campaign, spruce up your brochure, make those calls, do that event, upgrade a webpage, round up some sales guys to chat about that new offering…however tactical it might sound. Because this, and only this, is your moment of truth - making touch with people who pay to keep you in business - day after day.
Seth Godin also has a one line advice on this subject. And I can not agree more.
So get over that vague feeling of “have I got it right yet” or “I am sure there’s more to it” right now - and just do it!
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