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Four Marketing Musts (Page 2)

Date Posted: 2005-10-04

3. MAKE IT ROUTINE

Without structure or routine built around your marketing efforts, you're likely to lose focus and get distracted--something that's all too easy for solo professionals and the self-employed to do.

One easy way to add structure is to create an overall marketing plan that outlines for you exactly what you hope to accomplish and when. You can then supplement this with shorter-term, action-oriented "to-do" lists aimed at reaching your marketing goals.

A word of caution, however, don't make "structure" your end-product. Consider structure only as a means to get the results you desire. This does not have to be a painful exercise--my plan and various lists usually fill only one or two pages. What's important is that there's always something to do . . . and that something always gets done.

You'll also want to maintain an element of flexibility in all that you put on paper or commit to your computer screen. Create your plans and follow them knowing that from week-to-week and month-to-month your objectives can--and most likely will--change.

4. MAKE TIME

Allot time each week to pursue your marketing goals. Pull out your calendar right now and schedule an appointment with yourself. It could be an hour, two hours or three--whatever you need to keep moving forward. It could be the same day each week, it could be different days. Whatever you choose, honor this commitment of time. Make it sacred.


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