{"id":10437,"date":"2013-03-19T00:06:30","date_gmt":"2013-03-19T05:06:30","guid":{"rendered":"http:\/\/www.dobermandan.com\/?p=10437"},"modified":"2014-03-11T22:25:14","modified_gmt":"2014-03-12T03:25:14","slug":"moneymaking-tactician-or-marketing-strategist","status":"publish","type":"post","link":"https:\/\/www.dobermandan.com\/blog\/moneymaking-tactician-or-marketing-strategist\/","title":{"rendered":"Moneymaking Tactician Or Marketing Strategist?"},"content":{"rendered":"

Tuesday, 12:57 AM<\/span><\/p>\n

Dear Friend,<\/span><\/p>\n

A little over a year ago, against my better judgement, I decided to work with a client who owned a business grossing about $10 million a year.<\/span><\/p>\n

Their goal the previous year?<\/span><\/p>\n

$25 million.<\/span><\/p>\n

So in spite of doing what I preferred – staying home with my Doberman, the Shih Tzu and the Colombiana – I let this guy talk me into being the rock star “prophet from out of town” rain-maker at their start-the-New-Year-off-with-a-bang team meeting.<\/span><\/p>\n

It was pretty uncomfortable for me to watch the founder and leader of this little motley crew explain why they didn’t even come close<\/em> to reaching their goal.<\/span><\/p>\n

It was even more painful to see him slump over (literally) as he announced this year’s new goal… $11 million.<\/span><\/p>\n

So last year’s “Woo hoo! We’re gonna more than double our business”<\/em> meeting… was now (shoulders slumped looking at his feet)… “maybe… just maybe we can hold on tight enough to keep from losing any more ground than we’ve already lost.”<\/em><\/span><\/p>\n

I immediately started planning how I could tactfully fire this client as quickly as possible.<\/span><\/p>\n

You see, after only 57 minutes into that meeting, I knew beyond a shadow of a doubt this $10 million\/year business was rapidly<\/em> heading to a $4 million business… within 11 months or less.<\/span><\/p>\n

Why?<\/span><\/p>\n

The owner was a tactician…
\nNOT a strategist!<\/strong><\/span><\/p>\n

Make no mistake about it… a good tactician can make money. Sometimes a LOT of money. (Look at some of the gross numbers generated a few years ago by the big IM guru launches.)<\/span><\/p>\n

But\u00a0a tactician can’t build a B-U-S-I-N-E-S-S.<\/span><\/p>\n

On the other hand, a strategist has a meticulously engineered and coordinated plan to build a stable business that continually feeds itself and grows exponentially.<\/span><\/p>\n

Most tacticians mistakenly believe most of their time and marketing budget should be invested in constantly getting new customers. And many realize they need expert help figuring out how to do that.<\/span><\/p>\n

So (just like my short-lived client) they go out and find themselves some experts.<\/span><\/p>\n