"Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat." – Sun Tzu

While I always encourage business owners to be strategic, it's often easier to say than do. Why can't we seem to find the time to do something that has such a high ROI? We often procrastinate because we don't know where to start.

The Duct Tape Marketing point of view not only encourages strategy before tactics but outlines how to do that.

First, you need to describe your Ideal Client. The Ideal Client must meet two criteria: 1) Profitable and 2) Referrable. If a business owner hasn't determined an ideal client then they are probably taking on anyone. A client who is unprofitable costs you money whether that is because you priced your product/service too low or because the support required to meet their expectations are costing you too much. A client who is not willing to refer you prevents you from achieving more sales through word-of-mouth advertising. Worse yet, if they are unhappy with your product/service then they are probably bad-mouthing you to at least 10 people (perhaps more if they out you to their friends on Facebook!).

So who would be your Ideal Client? Clients who buy your products/services and refer you today provide great clues. Have you ever asked them why they buy from you and what makes you different than other businesses they've tried?

Knowing your Ideal Client will help you focus your sales and marketing efforts. I know it gets me excited and motivated to stop procrastinating!