Vision is probably the most key component in marketing. Most people confuse marketing with an activity like:
- Make 30 phone calls
- Send 1000 pieces of direct mail
- Put a sign up
- Advertise in the newspaper
Vision leads you in the direction of defining what you want from those activities. What is the result? 10 new clients? 100 new customers? 50% increase in sale? You decide.
Often you don’t get all of your results from one activity. It’s good to have an activity, but you have to assign an end result to each activity. Therefore you will know if the activity is working or if needs to be modified or thrown out. If you are making 20 phone calls to get 5 appointments then you have to define that.
One of the greatest parts of marketing with an intention is you can transfer the energy. If you hire someone to help you with marketing they can go out and try activities, but chances are it will be useless unless you give your marketing person a definable goal such as 5 appointments.
What’s more important, doing the activity or getting the 5 appointments? That is the value of vision.