Close Close
Popular Financial Topics Discover relevant content from across the suite of ALM legal publications From the Industry More content from ThinkAdvisor and select sponsors Investment Advisor Issue Gallery Read digital editions of Investment Advisor Magazine Tax Facts Get clear, current, and reliable answers to pressing tax questions
Luminaries Awards

Life Health > Life Insurance

Failure to launch

Your article was successfully shared with the contacts you provided.

In sales, it’s a fact that you must plan and prepare. Those salespeople who are ready to present and close a deal usually win out over those who are not. And in many areas of the sales profession, there are built-in deadlines. If the meeting is Tuesday, you must be ready by Tuesday. If the account renews on Friday, your quote must be ready to go by Friday.

But in marketing, timelines are typically soft and described as “goals” — meaning an organization hopes to be finished this week, but next week would be acceptable, too. In other words, there is no hard-and-fast deadline. This leaves ample time for all parties involved to review and refine a project, which is positive, unless the reviewing and refining delays your campaign for weeks, months or even forever.

Failing to launch a campaign is not the solution to your marketing dilemmas. Eventually, the trigger must be pulled. Choosing the paint color for your bedrooms cannot delay the pouring of the foundation, or your house will never be built.

So, turn that marketing goal into a deadline. Plan and prepare your campaign as effectively as possible, and then launch it. Measure you results; review and refine. The worst marketing campaign is no campaign at all.

Sign up for The Lead and get a new tip in your inbox every day! More tips:

John Scranton is an insurance agency marketing expert and vice president of StartUpSelling, Inc. which helps small businesses with lead generation, sales, marketing, website design and branding. For more information and tips from John, visit, or go to his blog at


© 2024 ALM Global, LLC, All Rights Reserved. Request academic re-use from All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.