The Perfect Moment.

Today's Marketing Cookie demands action right now.

The undeniable and unquestionable fact is: your prospects are searching RIGHT NOW for the products and services you have to offer. You may think your logo is too ugly, your website is too basic, and your collateral is outdated. You might be right, but no logo is too ugly, no website too basic, or collateral too outdated to justify shutting down your marketing. Every moment that passes without casting a few lines in the water allows your prospects to discover your competition.

If the competition does a good job with the prospects that could have been yours, you not only lose them but also the business of their family, friends, and colleagues. This is especially true for industries where referrals are a crucial part of the decision-making and purchasing process.

Prospects are searching right now, and they want to buy from you right now. Don't be tempted to halt your marketing and spend the next nine months perfecting a logo, a smart website, and updated collateral. I have news for you: it will never be perfect. It won't be perfect because your competition is constantly trying to counter whatever you come up with. If you go out with a message of great service, they will counter with a message of great pricing. If you go out with a message of specialized solutions, they will respond with the benefits of a one-size-fits-all message.

It's all moving very rapidly. You must be prepared to adjust and optimize your marketing. Be flexible and nimble enough to capitalize on opportunities every day. Get into the practice of creating a continuous flow of "evolutionary marketing" rather than trying to create the occasional "revolutionary marketing". As today's fortune says, "If you wait too long for the perfect moment, the perfect moment will pass you by."