Making Marketing Perfect
The one thing I have seen time and time again in marketing is people trying to get everything perfect. To get the perfect website, the prefect brand, the perfect direct mail campaign. But the one lesson I’ve learned over the years is that there is no such thing as perfect marketing.
The amount of time that is wasted on that last 20% is often far too much. I have seen small businesses agonise over a logo when what they should be doing is getting out there and spreading the word about their business. The logo should have been chosen and then the promotion begin. And having worked for some fairly large companies, the amount of navel gazing that goes on makes me wonder how they managed to undertake any marketing at all.
So when it comes to marketing I operate using the Pareto Principle or the 80/20 rule. If the website is 80% there, then put it up and see what happens, as long as there are no glaring errors the other 20% can be sorted out later.
I think that too many people spend far too much time worrying about that 20%, which in my humble opinion doesn’t really matter that much. The key to marketing success is to take action and see what happens, some things work and sometimes they don’t, but the time spent worrying about that last 20% just isn’t required.
