Tactics without strategy is the noise before defeat

I believe the notion of ‘being busy’ is an epidemic

We are so concerned with the validation of ‘doing’ that we forget to take stock and understand the cause and effect relationship in our marketing activities.

Every day I interact with business owners that feel they have exhausted their options when it comes to consistent ways to grow their client base...

In times like this, they revert to what they’ve always done, often, with diminishing returns.

I.e. their numbers or declining, or it’s taking way more work to stay at the same level.

It’s counter-intuitive, but this is exactly the time, you have to slow down to speed up.

(I don’t mean stop selling btw)

Start with dedicating a four-hour block in your calendar

Don't respond to emails, don't take phone calls, don't allow interruptions.

If this sounds impossible, you are the person that needs this the most.

- Write a list of your 5-10 best clients, go deep on how they came to you, and why.
- Map out the customer journey from information gathering, lead to sale, customer to client (i.e. single sale to long term relationship.)
- Where are the touchpoints? What did they need to know, understand, and feel during these times?
- Find the gaps, and fill them.
- Discard the majority of what doesn’t.
- Rinse and repeat every month.

It may sound like a big commitment initially, but I promise there is no bigger time waste than tactic-focused marketing that isn’t grounded to a strategy that makes sense to your business.

Time doesn’t replenish - money does.

Reduce the franticism, and make decisions from real evidence, not assumption, and hypothetical guesswork.

This is so you can do more of what works, and less of what doesn’t.

The compound effect of this pays itself off almost instantly.

Zac