By Gail Z. Martin
If you’ve ever watched a detective story on TV, you know that (at least on television), when it comes to murder, it’s not just a matter of figuring out who did the deed, but also determining the intent behind the deed.
That’s one thing that murder and marketing have in common. Intent means everything.
For your marketing to be effective, it’s not just what you do, but why you do it and what effect you mean for your actions to achieve. Too many business owners flail around, wasting time and effort, with a “throw something against the wall and see if it sticks” approach to marketing. They have no clear intent, so the marketing achieves no clear outcome.
You can do better than that.
Sit in a quiet place for 30 minutes with a piece of paper and no distractions. Write down your intentions for your business this year. Begin each sentence with “I intend”. Your intentions can be to hit a revenue goal, enter a new market, hire staff, re-work your strategy, move to a new building, gain a specific number of new clients, attract a specific type of new client—it’s up to you, just be specific. Don’t say “I intend to get more clients.” Instead, say “I intend to attract five more ideal clients at the $1000/month level.” See the difference?
On the next day, take another uninterrupted 30 minutes. Review your list of intentions. Now think about how you’ll need to make some changes in your marketing to align your marketing efforts with what’s necessary to achieve your intentions.
Maybe you’ll need to do more personal networking. Perhaps you’ll need to re-work your schedule to permit for more travel, more time spent finally writing that book you’ve meant to write, etc. Maybe you need to hire a coach to help you gain new skills or revise your strategy. Make sure you state each action as an intention, beginning every sentence with “I intend.” Make it specific, and add a time-frame for each intention.
Creating a killer marketing strategy isn’t hard—if you’re clear about your intention.
If your marketing strategy were against the law, would there be enough evidence of your intentions to convict you?