Vince Lombardi once said
The difference between a successful person and others is not a lack of strength, not a lack of knowledge, but rather a lack of will.
I know some very smart unsuccessful people. I am sure you do too. Knowledge has little to do with success. Knowledge is readily available and is one of the most democratic resources available. It is one thing that truly levels most playing fields. I am not naive enough to say that all fields are level, but it is mostly true that there is a plethora of knowledge out there, it’s free, and available to anyone who pursues it.
For example, if you wake up one day and decide you want to be a graphic designer, there are free programs, free videos, free instruction, and free classes in spades on the Internet. If you wake up and decide you want to be a marketer, there are free videos on how to build funnels, write copy, use pixels, run ads… it’s all there. Information is basically free.
I'll say it again… Information is basically free.
So, we should assume that every marketer we come in contact with has (access to) the same knowledge.
Well, what stops someone from being great at something? Tenacity.
What is tenacity? The definition of the words states:
- the quality or fact of being very determined; determination.
- the quality or fact of continuing to exist; persistence.
I especially like the way the second definition is laid out. The quality of continuing to exist. This, I think, is what separates success and failure.
When relating to a marketing campaign - tenacity is what? …It’s iteration, research, learning, and the desire to make it work. So many marketers that I know have a bag of wet noodles (ideas) and they throw things against the wall (paid ads, emails, social campaigns), hoping they stick, and if they don't, then they move onto the next project.
As a marketer, you have to be tenacious. You have to be determined to succeed, and you have to want to continue to exist. Every action you take needs to lead to a measurable goal that you can use to determine the next step, and the next step, and the next one.
To lead a successful marketing campaign…
Be tenacious. Be determined. Continue to exist.