I can't tell you the number of times I've seen businesses of all sizes think only about tactics without thinking strategy first. When I am in conversations with these business owners and ask how a tactic they executed worked, I often get a negative response. When I get a chance to actually see the work, I am amazed at the lack of focus they had in their messaging. In other words, it wasn't the tactic that failed - it was the lack of strategy about what needed to be communicated to get the target to respond. 

These days, it's harder than ever to get a busy businessperson's attention. To that point, this quote came from a Service Performance Insight White Paper titled, "Reimagining the Advertising Industry". 

Advertisements are no longer competing with other advertisements for mindshare; they are competing with the life of individuals. Advertisers must find ways to get busy individuals in the course of their digital days to want to pay attention, to engage, and ultimately to act. 

If your business success depends on reaching people with busy schedules (who doesn't that include?) you need a sound strategy based on customer insights and what needs to be communicated at each stage of the Sales Funnel to get the client or prospect to act. Once you've developed that strategy and know your key messaging, then you can figure out the ideal tactics that will most effectively reach your target. 

I've spent my entire career helping companies develop strategies and insights that lead to successful growth. In the end, the clients I've worked with understand it's not necessarily the tactic that led to success - but the strategy behind it. 

If this sounds like a situation your own company may be facing, or a company you consult with, please contact me to learn more about the strengths, value and marketing perspective that I can provide. It will be time well spent.