March 5th, 2009I finished the book The Slight Edge by Jeff Olson the other day. Applying it to marketing online is easy: new media and new tools online are really easy to use like setting up a Facebook page or starting a blog. And every action that is easy to do, is also easy not to do. Why are these crucial things easy not to do? Because if you don’t do them it wont kill you…at least not today.
The irony of the web is that the tactics work really quickly. You friend someone on Facebook and two minutes later, they friend you back. Bang. But the strategy still takes forever. The strategy is the hard part, not the tactics.
I discovered a lucky secret the hard way about thirty years ago: you can outlast the other guys if you try. If you stick at stuff that bores them, it accrues. Drip, drip, drip you win.It still takes ten years to become a success, web or no web. The frustrating part is that you see your tactics fail right away. The good news is that over time, you get the satisfaction of watching those tactics succeed right away.
It’s more like 35 semi-fell swoops that do the trick. And deep down, we realize that. But, now that we’ve said it out loud, now that you acknowledge that you’re going to need 35 web visits or permission-based emails or 35 different conference appearances or 35 blog posts or whatever, drip, drip, drip… if you know that you need 35, not one, how would write/appear/act differently?
Publishing your ideas… in books, or on a blog, or in little twits on Twitter… and doing it with patience, over time, is the best way I can think of to lay a foundation for whatever it is you hope to do next.
So get started and make incremental steps toward the goal even if they seem inconsequential at the time.
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