Focus on No

Saying no gives you focus, so your energies aren’t divided.

There are lots of ways this could apply, but let’s look at it through the lens of your marketing.

Most ads say too much, which leads to a weak message people can’t remember. Say no to making multiple points in an ad.

By focusing on one point people will better remember your message.

Multi-channel messaging (TV, radio, billboards, digital, etc.) introduces the problem of too much reach without enough repetition. Most small businesses simply can’t afford to do all the media channels well enough to see results. (This isn’t a failing it’s just a fact.)

Say no to all but one media channel. By focusing on one outlet, you’ll have enough repetition to soon become a household name.

And now I’m going to say no to saying any more on this today so I can focus on keeping this short.

– Zac Smith, VC