Garry, when it comes to marketing everyone has an opinion and everyone is an expert. After 18 years as a marketing consultant this is what I believe.
Short Answer:
Writing
“I’m writing a first draft and reminding myself that I’m simply shovelling sand into a box so that later I can build castles.”
Predictions
“I try never to make predictions. It’s much better to be the guy making fun of dumb predictions than the idiot making them.”
Do you buy into the belief that one should never allow a business owner to do his own commercial? -Ralph M
Success is Never Final
“The road to success is always under construction.”
Think Before You Give Your Attention
“Things which matter most must never be at the mercy of things which matter least.”
SEO is Like a Singles Bar
“SEO is a last-minute, last-ditch attempt to win the affections of the undecided and uncommitted. Why not win your customer’s heart before they need your product?”
Tell More Stories
“People will remember stories long after they have forgotten your bullet points.”
Objective + Commitment
“When your objective is clear and your commitment is absolute, budgets and schedules no longer apply.”
Don't Define Your Life by a Single Event
“Life can be difficult and no one escapes its challenges. Sooner or later you will find yourself pressed to your limits. It may come in the form of a broken relationship, or unemployment, or a serious illness, or the death of a loved one. When it comes you will be tempted to define your life by that painful experience. Don’t succumb to that temptation. Refuse to define your life by any single event, whatever it may be. It is a real part of your life, but that is all – just a part. ”
Courage
“Courage is doing what you’re afraid to do. There can be no courage unless you’re scared. ”
Be Bold Not Reckless
“Don’t mistake recklessness for boldness. Boldness is a calculated risk based on the best possible information.
”
Keep Moving
“Be not afraid of going slowly; be afraid only of standing still.”
Your Dream Has a Price
“FAILURE: Vast Project, Half-vast Commitment
You have a dream, a belief, a hope. But are you willing to spend what it costs, endure what is required of you and fight for as long as it takes to achieve it? Are you willing to die on that mountain?
Unrelenting action is what turns starry-eyed daydreams into steely-eyed objectives.
You say you have a goal.
Let me look into your eyes.
Now tell me what you did today. ”
Have Courage
“Whatever course you decide upon, there is always someone to tell you that you are wrong. There are always difficulties arising which tempt you to believe that your critics are right. To map out a course of action and follow it to an end requires courage.
”
Contrasting in Marketing
“Contrasting in marketing is the degree to which your message strikes a clear and unmistakable difference between you and your competition.”
Be Adaptable
“I can’t change the direction of the wind, but I can adjust my sails to always reach my destination.
”
One Thing Makes Your Ads Memorable
A High-Visibility Location for Your Business is Often the Cheapest Advertising You Can Buy
Cost-Cutter vs Entrepreneur
“A cost-cutter buys grapes and makes raisins. An entrepreneur buys grapes and makes wine. You’ll never see a person arrive to a celebration carrying a box of raisins. ”