Concentrate all your thoughts upon the work at hand. The sun’s rays do not burn until brought to a focus.

-Alexander Graham Bell

Out of focus

Your business can produce twice as much with half as much… if you focus.

Often times in business, we get caught up in chasing after the latest gadget, or new fangled marketing technology. Or, better yet, just trying as many things as we can possibly afford to get our grimy little hands on.

STOP! For just minute and think. What are you doing? Where is your business heading?

In life, we are given a whole sector. But you may only be extremely good at 1 fraction of that sector. Or, maybe you stink at the whole thing and you are just flailing around hoping to grasp some sort of traction somewhere…

STOP! You will only be good at something (a skill, talent, gifting) if you take the time to master that something. Malcolm Gladwell’s research in his book Outliers states that it takes 10,000 hours to truly master the ever illusive “something.”

To put this in business perspective, I don’t advise you to go out and try to do telemarketing if your direct selling methods are not working. If your boat is leaking, you don’t try to sail to discover new lands! No! You stop, fix the leaks, figure out what works in your company, then move forward checking, testing and closely monitoring your efforts.

You would never spend hundreds of dollars a week on groceries and then take them and dump them on the busy street, would you? Then why do you throw your company’s money at advertising and never stop to see if it’s producing?

My point is this: Focus.

If you don’t know if a marketing piece will work for you, try testing it on a small sample of the market before you go and blow your whole quarter’s budget on a strategy that was flawed from the beginning.
Or how about a FOCUSED mailing to your existing customers? The ones who already know you and have purchased from you in the past? Yeah, them. Send them a nice note with a great discount (not 10% off, but how about something for free?)! Tell them you care…

I think you’ll be surprised at how well your marketing efforts produce when you just take some time to eliminate the greedy mentality of trying the latest gizmo scheme. Rather, try methodically and systematically working on a well-thought-out marketing campaign.

Your business can produce twice as much with half as much… if you focus.

So my question to you: what are going to spend 10,000 hours mastering?

Focus hard on that one.