Death by Dabbling

A marketing plan, like any other strategy in life, delivers 99% of the rewards only after all the real work is put in. Unfortunately, the often overwhelming emotional need to bring in clients now, to make a sale now, to make it all happen now, keeps too many people searching for instant relief.

The easy way. The magic bullet. The shortcut.

So most people dabble.

They start messing around with social media, only to quit when they haven’t built a massive blog, Twitter and Facebook following in two weeks.

They send out a few sales letters, then give up when the phone doesn’t ring right away.

They refuse to pick a market and offer something custom-tailored to that niche, then give up when nobody seems to care about their service.

The world is full of dabblers. It is woefully lacking in commitment.

But commitment is what leads to the big prizes. Commitment to learning how to build an audience. Commitment to learning how to write targeted sales letters that bring in leads. Commitment to focusing your strengths on the right market and providing that niche with something nobody else can.

2 thoughts on “Death by Dabbling”

  1. On target as always, Marcus. One of the issues I see with plan implementation is not setting aside specific time during the week to work on the plan. It’s easy to get caught up in “firefighting” mode all day, so scheduling specific time to work proactively on a plan is critical to success. This gets to Stephen Covey’s point that activities that really move a business forward are “Important, but not Urgent” (7 Habits of Highly Effective People). Business owners have to create that sense of urgency for themselves and then, as you say, stick with it. Including timelines and assigning responsibility are also keys to success here.

  2. I think the challenge is also that so many non-marketing professionals I speak to are overwhelmed by marketing and business development. To them it’s a chore and something they’d rather not have to deal with…especially when they’re aren’t confident in their own marketing skills. I think you’re right about creating that urgency and just sticking to it every day, regardless of their current project workload. Almost like going to the gym.

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