The 16th law of the 22 Immutable Laws of Marketing says, “In each situation, only one move will produce substantial results.” I am going to disagree on this one but I understand where they are coming from. Skilled companies can work on different tactics to get them to the result they desire but they need to be careful not to get off track. In addition, there are other laws in this book that say a similar thing so I will move on.

The 17th law is the Law of Predictability and it says, “Unless you write your competitors plans you can’t predict the future.” I think the most important thing to take away from this law is that it is very important to have short and long term plans and strategies for your business. The problem is that you can’t predict the future so having a plan is great, until the market changes on you and you have to react. When we first created Sleep Geek we put everything behind a wall and the visitor had to sign in with their email and create a password to get to the content. Good idea because we could then use those e-mails and reach out to our community when we needed to market our products or communicate with everybody. The problem was that nobody wanted to sign up that way, they just wanted to watch our video’s and read our articles without the hassle of having to sign in. After watching the metrics on the site and talking to some of our Geeks we decided that we would abandon the original plan and do what our community wanted. Good thing because it has been growing ever since.

Don’t be married to your ideas. Watch and learn from everything that is happening around you and if you are a good student of it, those things will tell you exactly what you need to be doing. Your marketing plan should always be written in pencil so that you can maneuver to the best possible place.