If we could hone in on that 10% that does work, we would do more of it, right?

The good news is that there is a way, and it is through a scientific approach to our Marketing efforts. But before we can expect to see any results, our mindset must be a focused one, and that requires being on same page with others on our team, and having solid sources of information (and inspiration!) accessible to allow us to forge ahead in a new direction.

Getting There

There is a place where ideas can happen, where our flowing creativity can give rise to new ways, new possibilities in our thinking. If we are going to increase our Marketing results, that openness must be firmly in place, allowing ideas to bounce freely and solutions to present themselves.

If you are not convinced that your Marketing needs help, ask yourself these questions (and get your team involved!):

* Am I, or are we as a company, resisting change?

* Are there those on our team who come up with great ideas but these are quickly shot down in favor of status quo?

As with anything else, preparation is key. Without laying a foundation for success, success will not magically appear.

Strategizing

Strategy comes first, allowing you to determine your goals and what actions you will need to take accordingly. Once strategy is firmly in place, you will have language at your disposal for all communications with your target audience.

Here are important areas to define:

1. Identify who you are, your values, what you stand for

2. Have a clear vision for where your company is headed, a mission statement to live by

3. Be sure you understand your product and/or service well

4. Always know your audience inside and out

5. Dissect in great detail what benefits of your product/service are

Note that going through this process is crucial whether you have been in business for a day or for a decade! And it is important to review these areas periodically, at least once a year. In doing so, you continually have a good grasp of who you are and what your purpose is as a company.

Your overall strategy unfolds from above answers and statements. Before diving into gameplan, answer following questions, which will help define direction you will take in years to come:

1. Where do we want to be as a company in a year? What does it look and feel like?

2. How about in five years?

3. Ten years?

Be detailed. Don’t hold back as you define every aspect of your organization, and how you will interface with all those around you: management, employees, clients, and vendors. The thought precedes event, therefore start by painting picture, and its realization will happen naturally.

The gameplan