The title of this post sounds harsh, but the spirit isn’t. Take a breath and play along…
The fact is, a lot of you sit around talking about your marketing, making plans to make plans, thinking about projects you might do, reading one more book or getting one more opinion, doing all sorts of things…
…but not doing your marketing.
These various tasks are all subtle techniques to distract yourself from the tasks you already know you need to do. Who reading this doesn’t know s/he should have a great website? How about sending mailers regularly? And having a great book? You all already know this stuff. But you get bogged down in the details.
This bogging is legitimized by the sentence: I don’t want to do anything until I have everything (or most things) ready because I don’t want to make a mistake.
The truth is, this ready will, for most of you, never, ever happen. By the time you get to your book you’ll have shot other things you’ll want on your website, and the mailers you made 4 months ago won’t make you happy tomorrow so you’ll want to re-do them and by the time you get those the way you want, you won’t be happy with your book again, and, and, ad infinitem.
The second truth is any mistake you might make by actually doing something marketing-esque will probably do little to no harm in the long run. Unless you fall and hit your head and come up with and execute the idea of literally walking up to your targets and spitting in their faces to get their attention while wearing a pink tutu on your head and a smile and nothing else but your black hi-top Chuck Taylors, the “catastrophic” mistake you are worrying about won’t stay in your targets’ heads any longer than what they had for lunch last Tuesday did.
In other words, doing something is better than doing nothing, even when that nothing is cloaked as “planning.”
Yes, it is best to have a full-on plan and to execute that plan, but if the only plan you can actual DO is:
Make great website (see livebooks)
Send email promos once a month (see Agency Access)
Then do that plan–it’s better than beating yourself up for not doing more.