It starts with patience — Kelford Labs Daily

As I like to say, marketing rarely fails. It usually just stops.

But persistence requires patience.

It requires preserving our resources (like our money and our energy) so that we can keep going, even if what we attempt doesn’t immediately work.

As Claude C. Hopkins put it a hundred years ago, “All advertising disasters are due to rashness; needless and inexcusable.”

Blowing our entire budget on one campaign, one tactic, one trend, or one ad is more likely to wreck us than redeem us.

And spending all our energy on one big day, week, month, or quarter of effort is more likely to exhaust us than sustain us.

Marketing is a long game. One won by centimetres, not kilometres.

Which requires constant, steady effort rather than impulsive, expensive exertion.

More than anything, then, we need to the patience to keep at it, through ups and downs and frustrations and fears.

So we need the money and the energy to keep trying, keep going, and keep marketing.

So that we never have to fail, because we never have to stop.

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