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!
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