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The One Thing That Always Works In Marketing & Sales

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blindfold-not-sure1One of the biggest headaches in marketing is caused by not knowing. Not knowing if your marketing investment will pay off; not knowing if your campaign will reach the intended audience; not knowing if you have wisely spent your marketing dollar. Let’s face it, not knowing is what stops businesses from trying new things, engaging new strategies, and putting forth continual marketing effort.

If we could eliminate or control the unknown factor in our marketing, we could alleviate this big headache. This is easier said than done, because marketing is complex, and is as much art as it is a science. Despite these complexities, there is one thing that always works and proves instrumental in decreasing the unknown factor. It’s called systematic planning.

Yes, the secret of secrets is planning. It’s not fancy or even glamorous, but useful, and worth its weight in gold. By systematically planning your marketing efforts, you can effectively track, monitor, and most importantly CHANGE based on solid information. As you change, based on solid information the picture of what works and where success lies, becomes clearer. It is clearer, because you have past information, present understanding, and a plan to drive future efforts.

The old saying is, “We never plan to fail, just fail to plan”. This is especially true in Marketing and Sales as many of us float in the wind; throwing darts in the dark, guessing at what to do next. A direct mail campaign this week, a flashy website that week, and a full blown news paper ad for good measure; never once asking the pertinent question,

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