Chasing Everything = Achieving Nothing

Hi reader,

Some people run marathons. Others just want to make it to the end of the street without collapsing.

Both are technically “runners,” but the way they go about it is going to look completely different. Same activity, different goals.

Marketing is the same way. Not every business is trying to accomplish the same thing, so they shouldn’t all be doing the same things.

That’s why copying what someone else is doing doesn’t always get you where you want to go.

Today’s advice

Define your specific goals before you do any marketing.

It might sound obvious, but a lot of people skip this step. You might assume you already know what your goals are (i.e., “I just want more customers/ sales/ etc.) But when you take a closer look, it’s usually more layered than that.

Do you want to bring in new leads? Convert those leads? Increase repeat business? Get people to visit your website? Raise awareness in your local area? Each of those goals points you in a very different direction.

Your goals might not look like everyone else’s, and that’s okay. You’re building YOUR business, not theirs.

So the more specific you are about what you’re working toward, the easier it is to make the right decisions.

Why this matters

Clear goals lead to better, more intentional decisions.

Without a specific goal, every marketing decision is just a guess. Should you start a newsletter? Post on Instagram? Run an ad? It’s hard to know what’s worth doing if you’re not sure what you’re trying to achieve.

Once you’ve narrowed it down, you can make better decisions. Say your goal is to book more consultations. A good strategy might be sharing real client results and making it stupidly easy for people to reach out. This will work a lot better than throwing out random offers.

You’re no longer doing things just to “stay active” or because someone else said it worked for them. Every decision has a purpose, and it shows.

Your offers will land better and convert more.

Having a specific goal forces you to think about exactly who you’re talking to, what they need to hear, and what would make them act. That clarity makes your offer sharper. 

Since your offer will feel more relevant and well-timed, people won’t need to overthink it. They either say yes, or they’ll know they’re not the right fit (either way is a win.) 

This means more people clicking/ booking/ buying, without you having to push so hard.

Here’s how to start

Pick one goal to focus on for the next 30 days.

I know you might be thinking, “Well, Jono, I want it all”.  But trying to chase awareness, leads, sales, and engagement at the same time is just going to backfire.

Start by picking one main goal to guide your marketing this month. 

Here are a few examples of what that might look like…

• Get more people to visit your website

  • If you’re not getting much traffic right now, or nobody’s seeing what you offer, this is a strong place to start.

• Turn more leads into paying customers

  • Already getting interest or inquiries, but not many conversions? Focus here.

• Re-engage past clients or customers

  • If you’ve served people before and just haven’t stayed in touch, this is often low-hanging fruit.

• Build brand awareness in your local area

  • Great for new businesses or those entering a new market. If nobody knows you exist yet, start here.

• Grow your email list or audience

  • If you’re playing the long game and want to build trust over time, this gives you a direct line to your audience.

Pick the one that feels most urgent or impactful based on where your business is right now. Then shape your next few marketing moves around that goal. Just for the next 30 days.

Try it out and keep me posted. I’m here if you have any questions.

Best,

Jono