Don’t Do Lame

In a discussion about a site’s target demographic and marketing approach, someone on a webmastering forum wrote, “Sending 50 troops against an army of 5,000 is a waste of 50 troops.”

That line has stuck with me for a couple of weeks now, popping into my head at odd and random moments.

I don’t know how many times I’ve thought about “giving something a try” to “see what sticks” — or how many clients I’ve had take that approach. Unfortunately, if you don’t go all out and make available all the resources that are needed to compete in the chosen area, chances are, nothing will stick, and you’ve just wasted whatever time and other resources you did put into it.

If you’re going to compete with the big boys, you gotta compete like the big boys do. I need to write that line on a sticky note and refer to it every time I consider doing a PPC campaign on the cheap, or making a lame web site to see if it has any success. And I’ve gotta keep that line handy to toss at clients when they balk at spending the money that’s needed to really make their web site a success.