There are so many good ideas out there for marketing – great technology platforms, great campaign ideas, great social media sites – all these things that you can do.
But just because you can do it doesn’t mean you should.
I’ll go farther than that. If you try and do everything that you can, you will fail because you won’t put enough effort into the things that actually will make the biggest difference for you and your business with your marketing.
The best marketing is intentional. It makes choices. It says no a lot. If you do that – if you have the discipline to choose a few things and do them well – what you’ll find is that you can afford to lean in, your mind share isn’t fragmented and your team can rally around these things. You can reach critical mass and actually move the needle. You can follow through and finish things, which is harder than you think, because it takes time, and that next idea can squeeze out finishing the one you’ve already started.
One of the biggest downfalls in marketing is trying to do too much. So have a plan, choose just a few things to do and do them really well. You will find that marketing can make a real difference for your business.