A few years ago I was operating a wedding videography business. A local paper was publishing a special wedding-related magazine and asked if I wanted to advertise. My advertising budget was sparse at the time, but I knew we should be in that publication, so I agreed. There were several ad sizes to choose from, and in the spirit of saving money, I opted for a smaller ad. “It’s better to just have something than not be in there at all,” I thought.
I was wrong.
I got exactly zero business from that advertising effort – not even a phone call. And what’s worse is that I knew I wouldn’t get any business, but I bought the ad anyway.
The kicker is that I know marketing (despite the above story). I know marketing. I know what works and what doesn’t. I knew the ad wouldn’t work, but I justified the “this is better than nothing” mentality. I should have invested more in a larger ad – an ad that was eye-catching, unique, and convincing. Or, if I didn’t have the funds, I should have saved the money and waited till I could more fully invest in a strategy with a deeper impact.
Commit. Or don’t commit. It’s rarely worth going halfway.
People often think they should do a little here and a little there across a wide range of marketing options and hope it all adds up. The truth is that they are wasting time and money. Initially, the smarter approach is to pick a fewer number of strategies and go for them all the way. If budget is an issue, it’s better to go deeper with fewer strategies, than keep it shallow with tons of strategies. This gives you tactical, targeted marketing, and you are more likely to see the results you want.
Results = more business. More business = money. Money = bigger marketing budget. Bigger budget = expanding influence in other areas. Expanded influence = more business. More business = even more money. You get the idea. Eventually, you have saturated the market with your brand and you are rocking a lot of strategies with incredible effectiveness.
Go big or go home. Or, in the words of Yoda, “Do or do not. There is no try.”
It is daunting spending your money on obscure strategies, but we are here to help you figure this out. We will be your guide, your marketing brain, and your teammate in discovering which strategies are best for you, and when it’s time to expand to new strategies. We’ll track the results and offer solutions that work. Additionally, we will NOT recommend strategies that we don’t think will work just for the sake of making a sale. We have your best interests at hand and we want to see you succeed. Shoot me an email if you have any questions! – firstname.lastname@example.org.