Most businesses that lack the structure of a large corporation find it difficult to take a marketing idea from conception to results. More often than not, we see marketing strategies stopping and starting, stopping after the strategies begins to work, or never starting at all. It may seem ridiculous that this occurs on such a regular basis, but it is really what we see happen over and over again.
One high performing financial advisor told me that he will always be successful in his industry because he executes on the ideas that his peers just talk about. And although not every marketing activity has worked for him (like that one seminar where no one showed up, but he did the presentation anyhow), most have significant results and keep getting better (like his once-a-week strategic alliance lunch campaign). If you look around, there’s no shortage of ideas for how to gain new business. In fact, many people will tell you exactly what they did to achieve success. You just have to choose an idea you want and implement it.
If you have a commitment to net new business, you also need a similar commitment to consistent implementation of your marketing efforts. It turns out that the most difficult marketing effort is the one that gets implemented fully. AND it turns out it is also the one that produces far more results!