As most of you know I’ve been examining the advertising and marketing practices of our industry over the last several months… there’s definitely a lot going on.
And there are no shortage of “experts” willing to tell (or sell) you a “solution”.
Most of what’s out there are tactics. Owners and managers seem to prefer tactics… so I guess it’s possible that consultants are just giving them what they want.
Tactics are easy to pitch (all you need is this headline/offer/copy in your ad to sell hundreds of memberships in just a couple of weeks) and are easy to sell (no complicated explanation about the how’s and why’s).
It makes sense, owners and managers are busy and they often need results right away so practical, usable, easily understood advice usually represents the path of least resistance for both parties.
The problem is that tactics without a unifying strategy are like pieces of a puzzle… even worse several puzzles all mixed together. Sure you can get some pieces to fit but you spend a lot of time on pieces that don’t fit and will never fit.
It’s confusing and usually unproductive… much better to know what you are working on and just concentrate on the pieces you need.
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