Strategy first... Tactics follow

It is so easy to fall into the DOING trap.

It's not just the little guys. Even big companies do it. Even trained professionals. We all do it from time to time.

You know the drill:

Goal: sales
Strategy: fast
Tactics: endless
Results: take a guess...

Ready, fire, aim. Ready, Go, Get set.
These kind of projects, regardless if they are flawlessly executed, miss the mark. Marketing that misses the mark. How sad.

Why is it so difficult to focus on what we set out to accomplish?

Mike Sansone in his recent Converstations blog asks the question: What if your Purple Cow is a Pink Horse? Which (in my marketing speak translation) means, several tactics can fulfill your stategy. Don't get hung up on one tactic. Focus on the goal in order to evaluate the tactic.

Often a potential client asks me: Do you create websites? Can you help me go to a trade show? Could you redesign our logo? And I answer: Yes, but what are you trying to accomplish?

If you don't set your strategic goals first, you'll likely get so focused on your quest for the purple cow that you won't even notice the pink horse standing right in your own pasture. Create your strategy first, then select tactics. It not only makes things so much easier to evaluate, you'll get the results you want. Strategy has to be first or we'll all just keep our heads down and focus on following a road without looking up to see if we're getting any closer to the destination.

Strategy Tactics ROI Marketing Marketing Strategy