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The year is coming to a close and, if you’re like most
marketers, thousands of thoughts, plans, goals and initiatives are flying
through your head.
Just Google “2012 Marketing Lists” or listen to the
so-called experts and you’ll be convinced that you should invest more in social
media, mobile marketing, marketing automation, web analytics, search, content
marketing, viral videos. The list of “things” you should or could do goes on
and on.
At OnMessage, we believe that marketers are simply trying to
do too much, with too little time and too few resources. We believe 2012 is the
year marketers should embrace a “less is more” mentality. But how?
Next year, think long and hard about that “one thing” you
are going to do smarter, better and in a more dedicated fashion than anyone
else. The one thing that will truly make a difference. Stay focused. Stay
disciplined. Stay true to what will separate you from those caught in the chaos
and confusion.
Make 2012 the year you establish and stick to a singular
purpose. Find that one thing you are going to do the right way. The one thing
you will not waver from … no matter what. Then point all of your energy, time,
and resources at that one thing.
Sound impossible? If it was easy anyone could do it. And
that’s why so few companies reach the pinnacle of their industry and why so
many others simply find ways to survive.
As you think about that “one thing” … consider your message.
Your story.
What if — just what if — you dedicated your efforts to
developing a crystal clear, consistent and compelling story that truly
differentiated you in your space? A message that had real meaning and truly engaged
your customers?
Could that be the “one thing” that makes the difference
between just another year or the break-out year for your company?
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