The easiest way for marketing to fail — Kelford Labs Daily
is to do nothing at all.
“No matter how simple the step, it’s still easier to take no step.”
— Greg McKeown, Effortless
I like to say that marketing rarely fails. It usually just stops.
Or it never gets started.
So the easiest way to make our marketing unsuccessful is to not do it at all.
No matter how small the step, no matter how small the idea or concept we want to implement, it’ll still be easier not to do anything.
It’s easier to post nothing on LinkedIn. To not update the blog. To not write a newsletter. To not run ads. To not do sponsorships. To not do media outreach. To not to customer discovery.
I’m reminded of this every time I talk to an entrepreneur about their marketing and they immediately have a million “Buts” for every suggestion. An unlimited number of reasons why they’re nervous or uncertain about an idea or approach.
Every “You could do this...” is met with “But what if...”
And what I know in that moment is not that I haven’t found the right path for them. It’s that they aren’t yet ready to do the harder thing.
Which is to make marketing without knowing for certain that it will work.
Because that’s the price we pay for our marketing, more than any hard cost or consulting fee:
We pay the price of having to do something that isn’t guaranteed, that might not work immediately.
If we pay it, we have a chance at it paying us back.
But if we refuse or choose the easier path at every opportunity, it never will.
Because we never gave it a chance to work.
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