A Game of Inches
This afternoon I watched a pick-up game of football. Almost every play was an attempt at a long pass. Most were incomplete.
It’s a problem I see regularly with startup and small business marketing strategies. Rather than moving the ball down the field with a combination of short runs and passes, the go-to play is a long pass down the field in an attempt to score a touchdown – with the result that most fail.
When you’re building a marketing strategy understand that a successful outcome results from a combination of short and long plays; both on the ground and in the air. Marketing, as football, is a game of inches. A game is rarely won by the team throwing nothing but Hail Marys.