How often do you get lost because you don’t really know where you are going? You end up stuck some place you don’t want to be and in order to find your way you often must go back to where you started.
Frequently, you don’t know how to get back because you don’t know which route to take, and in the process get even more lost. And if you do get back, you may be too exhausted to start again.
Be careful—this can happen to your publicity campaign!
When a publicity campaign veers in the wrong direction it’s usually fatal; the campaign is finished. You may not detect your mistake until it’s too late. And, by the time you do, you may not have the resources to get back on track or begin again. You may have spent all your capital and have nothing left.
Every publicity campaign needs a direction; it needs a target. The hardest job is identifying your target and remaining focused on it. In other words:
Know where you’re going before you decide how to get there.
1. Identify your destination.
2. Then map your route.
When you know the destination, the route often is clear.
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