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Marketing: Just DO It

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in The Integrated Marketer

When it comes to creating a website or marketing materials, we all want to do it right.  Just as important, we need to do it. And if focusing on “little picture” details gets in the way of getting marketing out the door, the cost can be huge.  Take a look:

In 2007, a CEO decided his website needed to be updated to show all the new services he offered. Plus, the site wasn’t set up so he could manage it himself and it wasn’t search engine friendly. In addition, a lack of sales materials had prompted his team to create a blizzard of do-it-yourself materials that all looked different and said inconsistent things about the company.

So, he had an agency develop a new logo, new letterhead, design concepts plus full copy for the website, a corporate brochure, case studies, and sales sheet for each service.  Soon, everything was ready to go into production.

But then the CEO stalled.  Were the colors right? Was the tone really “him?”

By the start of 2010, he had redefined how he wanted to present himself five times. The website —rewritten 11 times — was finally in development.  But then he stalled again: was this really the right design?  Were these the best words to use?

It’s now been three years and nothing has been finished.  Three years that his website has featured a 2007 whitepaper on the homepage. Three years he has missed out on search traffic.  Three years his team has been trying to make sales with homemade materials.  Three years his competitors have stolen his clients and prospects by positioning his firm as small and hopelessly behind the times.

So, what’s the cost of letting little-picture details stall your marketing?  Plenty!   Fact is, the lost-opportunity cost can be huge.  Do all you can to get your marketing right.  And then do all you can to get it out the door!

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