When budgets are tight and resources are stretched thin, the instinct can be to “make the most” of our money.
Which often means doing a little bit of several things, spreading our budget as far and as thin as we can get it.
But it’s possible to spend all our money and still get no results, if we don’t spend enough in one place.
One ad, seen once, is often worse than no ads at all. Because we spent that money but we got nothing from it.
Instead, if we concentrate our resources and our budget where it’s likely to have the biggest effect, we can draft off of that momentum in other areas.
Remember: It’s easier to steer once you’re in motion.
So, a successful campaign in one geography can induce word-of-mouth that helps our work in another geography.
Sales of a single product can create a halo effect that inspires sales of our others.
But if we try to do everything with what little we have, we’ll probably end up with no results at all.
To paraphrase David Ogilvy, you paid the fare, but you did not arrive.
So if we want to arrive at success, we need to concentrate our resources where they’re likely to have the biggest impact.
And then use that momentum to drive results elsewhere.
Kelford Inc. are content marketers for expert advisors. If you’re struggling with what to say and where to say it to attract your ideal clients, we’ll show you the way.