hired a marketing consultant who drafted dazzling website
copy. However, the coach's hard-sell approach did not
work for Ruth's target market. Ruth could not promise
her readers would "make money fast" or "get a job next
hired a web designer for his new service business. Although
the website could have won awards for design and the
copy was clear and well-written, Ivan soon realized
he was viewed as offering a me-too product to a crowded
Ruth and Ivan made the same mistake. They focused on
tactics before they had a strategy.
is about developing a long-term sustainable competitive
advantage. Tactics are actions to implement the strategy.
Strategy is about what to do. Tactics are about how
to do it right. Success means knowing the difference.
you draw up your marketing plan, your strategy might
be, "Create a market position as a trusted, reliable
resources for working mothers."
include designing a website that communicates trustworthiness,
branding, choosing targeted articles for an ezine, and
placing selected classified ads.
business owners develop their own strategy, often by
instinct. Successful entrepreneurs can sense an unmet
need in a definable target segment and they are highly
motivated to fill that need.
segment is hungry! Nobody is bringing them food! I can
do it now!"
business-oriented coach can serve as a sounding board
as you plan your strategy. You may seek support to evaluate
the market before you stake a claim.
you buy a franchise, you buy someone else's strategy
-- and you have to find your own enthusiasm to make
it work. A consultant may suggest a strategy for you
but you must catch fire from the idea and make it your
marketing coaches and consultants offer tactical support,
such as creating advertising copy and helping you design
your ezine. Others help you stay motivated through the
lonely, frustrating, mundane steps of setting up your
you have a strategy, you can make very good use of tactics
and tactical consulting. Otherwise you end up with dazzling
copy for a product nobody wants or a brand that leaves
can use tactics to test your gut feeling that "Those
folks in Newcastle really want coal or, "I bet I could
sell ice to the Eskimos." Setting up a temporary, low-cost
website can yield valuable information about your target
market and how they buy.
a crowded market? Your can explore your ability to stand
out in the crowd.
solo in business? Test your motivation.
line: Tactics serve your strategy, and strategy serves
your vision. Focusing on tactics is like driving carefully
without a road map. You need a destination and a strong
motive to get there. Then, and only then, you can decide
which highway to take and whether you have time to schedule
Goodwin, Ph.D. Author, Career Consultant, Speaker *When
Career Freedom Means Business* http://www.movinglady.com/business.html
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