I don’t usually like adding exclamation points to my writing but…today I felt one necessary. Why? Because losing money (Or your means of survival is important).

Today’s post is a sad one but it didn’t have to be.

For those of you who don’t know me, much of my income (aside from my own internet marketing and products) comes from copywriting, designing, and consulting.

I have been involved with marketing for over 10 years and have worked my ranks from designer, to copywriter, to creative director, to business development specialist, and marketing manager and director.

I have done agency work for very large corporations but I am proudest of my work with individuals and smaller (under $100 million) corporations.

Working with many direct marketers and business people has given me the opportunity to meet some really fine people and some true geniuses.

That’s why it pains me to make this observation that one of my best clients is going under. You’ve heard the saying…You can lead a horse to water but you can’t make him drink.

For the past couple of years I have watched as this client surpassed the multiple million mark several times over but…I have also watched as they chased all the low hanging fruit. Now its costing them and they are about to go under.

There are so many people online and so much opportunity online that it’s hard to stay focused and concentrate on your core competencies. Everywhere you look there is another opportunity waiting to be exploited.

But that’s the problem, and this isn’t the first time i’ve seen this. I have many friends and acquaintances that hop from one online venture to another never becoming successful. And now I am watching as a $20 million dollar a year direct marketing company is going belly up.

Pretty hard to imagine eh? But yeah, it can happen to the best of them. I saw it with some friends real estate development company in the 90s. They were riding high until they lost site of their core values and decided to take a totally different turn.

I’m guilty of chasing waterfalls myself. I have had multiple products that bombed. Partially because my heart wasn’t into them and partially because I assumed incorrectly that I could just dump a bunch of money into something and it would work. After all, it worked for someone else.

Don’t get me wrong, I’m not saying it isn’t wise to diversify but plan on loosing that money. Or just plan in general. Don’t go off half cocked into foolish schemes just because they sound good at the moment.

That is the whole point of this discussion - planning. You can’t get where you want to go if you don’t know where that is. Before you chase the next big idea figure out what it is you plan to get from the experience and workout a thorough plan.

So…stay focused or else! And…the only way you’re going to do this is planning. I know, there are others like myself, interested in everything. That’s fine, but one thing at a time. Or…one niche at a time.

Planning is your roadmap. You can always change direction but without a plan you don’t even know which direction to go.

Planning is easy to put off too. I know. But look what it can cost you. I have been telling this client for over a year now that they should have a plan and work things through methodically. They haven’t, and now they are about to fail.

So…stop moving for a second and sit down and at least write the basic elements of a plan. Write down 3 goals for the next six months, one year, three years and five years.

Anyhow, I’ve gone on enough for the day. Just keep that in mind. If you don’t know where your going you’ll never get there.

Tweet This Post