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Simplify Your Marketing and Achieve Better Response in 2018

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Jon ButtsJon Butts

2018 will be here before you know it, which means you need to start planning for it today. We have all heard the old adage by Benjamin Franklin, "Those who fail to plan, plan to fail." This is such a simple statement, yet it still rings so true.

It has always amazed me the number of club owners we work with who seem to "wing it" from one month to the next when it comes to marketing, always rushing something together at the last second. It is crazy to think someone could invest such a significant amount of money (and incur a ton of risk) to start his own business and then take such a passive approach when it comes to the lifeblood of their business: marketing.

As an entrepreneur myself, I can understand and appreciate how many different tasks fall onto a business owner's plate. It seems like there is a never-ending to-do list, which grows no matter how many hours one works. It is a natural phenomenon that marketing is the first thing to take a back seat to everything else on the to-do list.

Inevitably, the days continue to pass, and before you know it, it's the 17th of the month and there isn't a marketing plan in place yet for the following month. This approach short-changes business owners in more than one way. Not only does it not yield the best results possible, but it also creates a significant amount of unnecessary stress in their life.

In our industry, we are all too familiar with resolutions that quickly fizzle out. I challenge each of you to make an early resolution to not let your marketing plan play second fiddle in 2018 and hold yourself accountable on this the entire year. It is much easier than you realize, I promise!

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