Baseball, apple pie, and cliches
"You're gonna have to learn your clichés. You're gonna have to study them, you're gonna have to know them. They're your friends."
Crash Davis - Bull Durham
Cliches give baseball players something to talk about when they don't have anything to say.
Marketing "gurus" also have their cliches. Earlier this week I heard another one trot the old "Strategy vs Tactics" chestnut.
Did you ever notice that when experts talk about Strategy vs Tactics, they present it as an either-or choice?
Yes, tactics that are informed by a strategy will lead to greater success. I'm not dismissing the importance of strategy.
Strategy without tactics (execution) is little more than mental masturbation.
We need both strategy AND tactics.
Here's what I've noticed over the past 15 years,...
Those who execute a tactic(s) consistently enjoy more success than the haphazard marketer.
A strategist who doesn't execute (via tactics) struggles and often concludes "marketing doesn't work for my type of business".
Those who consistently execute tactics that are informed by a well-developed strategy generate a consistent flow of clients while spending less time on marketing.
Your business needs both roles. It might be on you to perform both roles. Or, you can get some help.
So, yes, spend time working on your strategy.
But focus the bulk of your effort on executing.
Yours for smarter marketing,
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