The branding masters at Nike famously coined the term Just Do It! to sell their iconic athletic gear. The message left unsaid was to get up off the couch and get to it already.
It is with a similar thrust that David Newman exhorts business owners and marketers to get on with it when it comes to marketing their goods and services in his new book Do It! Marketing. While strategy and planning certainly are a major part of marketing for any business, there is a tendency to get bogged down in the planning stage and never getting off the dime when it comes to execution.
In the book, Newman teaches a bias towards action; by offering practical steps that any business should be able to put into action immediately. I think he hits on a real cornerstone on which to build when he talks about the starting point for any business should be knowing very clearly who you are! It’s amazing the number of businesses owners I have talked with about their marketing who can’t manage to clearly define who they are, what their business is and what their goals are.
That thought process once defined and in place should according to Newman lead to what really boil down to a set of simple decisions and tactical steps to implement and reach a higher level of success. Newman provides 77 executable actions steps that can be put into play today.
Like any long laundry list of ideas, the decision making process should not hinder taking action; again the bias is to action. Clearly you won’t fire up all 77 tactics at once, or in many cases at all; the idea is to pick those tactics that work best for your situation and get cracking. Anything worth doing, is worth measuring; check the results, tweak the actions to improve or continue the results then move on to the next action step.
Like Newman says, “ small business marketing is not a mystery” it’s about making a decision to just do it!