The success of your marketing tactics and strategies are directly connected to momentum. Specifically, your willingness to create and sustain momentum.
What makes momentum so important?
Lost momentum leads to marketing projects stalling and opportunities missed.
- Nothing can stop a great marketing idea, driven forward by the momentum to get started and carry on over the finish line.
- That same great idea, started too late or left unfinished, will fail.
Importantly, lost momentum never comes alone. It’s accompanied by a loss of energy and enthusiasm for the project. That’s why lost momentum is so costly and really hard to regain. I once wrote that in business, the winners get moving. On reflection, I think I should have added… “and they keep moving”!
Let’s look at the importance of momentum, when seeking to convert a great opportunity.
This is a very raw example, as I knew the person involved.
He lost the momentum and the opportunity
The guy concerned was a very smart financial services professional, based in London. He had developed a truly fantastic idea for a new type of mortgage product. He quickly got to work on making sure he had the very best expert guidance. The plans were put together, overseen by specialist barristers. He now needed to speak with potential investors. He suddenly lost his momentum! He later told me that he thought this happened, because he feared his idea would be rejected. Anyhow, it was several months before he actually spoke with investors. One of them, a national bank in the UK, agreed to fund him £150 Million.
Just weeks before the contracts were signed, the global banking collapse happened. His funding offer was withdrawn. The product never saw the light of day.
Momentum solves 80% of problems
I’m told that John C. Maxwell said momentum solves 80% of your problems. I’ve no idea how accurate that figure is, but momentum is certainly a major factor. Perhaps it’s just as important to note that the opposite is also true; very little can be achieved without it.
So get moving. And keep moving.
Just to be clear, I’m not recommending you rush things. Not at all!
I am recommending that once you’ve done the research, checked everything and have your strategy in place, that you get started, build momentum and keep moving forward.