Strategy Before Tactics

Strategy Before Tactics

Strategy Before Tactics

By John Jantsch

The title for today’s post captures the single greatest small business marketing mistake I encounter – and I encounter it every single day.

Small business owners fall prey to the marketing idea (tactic) of the week because they have no marketing strategy. If I could change anything about the way small business owners view marketing – that would be it.

By strategy I mean your marketing reason for being and I don’t mean to exchange money for something. Far too many people think “we want to sell lots of stuff to lots of people” is a strategy. What do you want your market to know about you, what do you want them to believe, what do want them to feel, experience, think, when they consider what you are about – that’s what comes from strategy and that’s what gets you out of the price shopper bin.

Create a strategy for your marketing for your business and then put every tactic into making that strategy real.

OK, you want some good strategies?

  • Dominate a narrow market niche
  • Package your services like no one else and create a category
  • Become famous for doing one thing

These are examples of strategic business approaches that can inform every single business/marketing decision you make. I guarantee you that if do this, find your strategy, marketing your business will become a whole lot easier.


Model for Marketing Maturity, Stage Three: Ignite
Marketing Podcast with John Jantsch on the Model for Marketing Maturity, Stage 3: Ignite This is the third episode in our three-part series on the Model for Marketing Maturity. Want to learn more? Check out the previous two episodes on Stage 1: Build and Stage 2: Grow. We’ve reached the third stage of the model […]
Model for Marketing Maturity, Stage Two: Grow
Marketing Podcast with John Jantsch on the Model for Marketing Maturity, Stage 2: Grow This is the second episode in our three-part series on the Model for Marketing Maturity. Want to learn more? Check out Stage 1: Build and Stage 3: Ignite. The idea behind the marketing maturity model is that every business needs to […]

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