During my Oechsli sales days, I got a call I won’t forget.
After my standard “hello, this is Kevin,” a voice shot back, “You’re the expert in marketing here, right? So, what’s your best marketing idea?”
No pleasantries. No chit-chat. Caught off guard, I asked, “Could you repeat that?”
He pressed, “You folks claim to be experts. So, what’s your absolute BEST marketing idea? Hit me with it.”
I took a breath, collected myself, then responded…
“My best marketing idea is the one you actually implement.”
Click. He hung up. That abrupt exchange underscored a truth I’d always known but had never articulated so succinctly: the power of action in marketing. Here’s why implementation always trumps mere ideas.
Implementation Breeds Learning
Every marketing action, whether it results in success or failure, offers lessons. By implementing an idea, you encounter real-world responses and learn how to adapt and improve.
For example, if your Google Ads CTR is underperforming, it may be time to take another look at the copy or keyword relevance. If your client’s aren’t bringing prospects to your social events, it may make sense to analyze the invitation process or seek client feedback. These marketing learnings, over time, lead to optimization.
Consistent Action Builds Credibility
While one-off campaigns might create a temporary buzz, it’s the consistent application of ideas that builds trust and credibility. It builds familiarity with your audience, making your brand a recognized and reliable presence in their lives.
At a speech in Nova Scotia recently, I met a top advisor who gave me a simple explanation of his marketing philosophy. As he so eloquently put it, “You gotta keep feeding the marketing beast.” As abstract as this may seem, I understood what he was trying to get across. Stop thinking about one-off campaigns, and more about creating a consistent and sustained effort.
Action Cultivates Momentum
An idea on its own can be fleeting, but once set into motion, it can create a domino effect. Oftentimes, it’s about identifying and tipping the first domino.
After a presentation in Montreal, an advisor approached me to share a story that underscored this point. She explained that she had many strategies in mind but was hesitant to initiate any. One day, she decided to implement a small client feedback system. This minor change led to improved services, increased referrals, and eventually, a full-blown marketing campaign based on client testimonials. By tipping that first domino, she set off a chain reaction that transformed her marketing approach.
While the world is brimming with brilliant marketing ideas, their true value is unlocked only when they’re brought to life. The gold isn’t in the idea itself, but in the act of making it happen. An idea’s worth is measured by its execution.