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If you're not committed to a marketing or advertising program, it's probably not going to work for you. I tell my clients that the single most important word for them to remember during the time they are engaged in marketing, is commitment. It means that they are taking the marketing job seriously. They're not playing around, not expecting miracles. They have scant funds to test their marketing- they must act. Without commitment, marketing becomes practically impotent. You evolve a marketing plan, revise and re-revise it until it is a powerful plan for your purposes. You put it to work and you stay with it, no matter what (in most cases). You watch it slowly take effect, rise and falter, take a bit more effect, slide back a bit, start taking hold even more, stumble, then finally grab on and soar, taking you with it. Your plan is working; your cash register is ringing; your bank balance is swelling. And this is because you were committed to your marketing program.

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By Jay Conrad Levinson

About the Author: Jay Conrad Levinson

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Jay Conrad Levinson is the author of the best-selling marketing series in history, "Guerrilla Marketing," plus 30 other books. His books have sold 14 million copies worldwide. His guerrilla concepts have influenced marketing so much that today his books appear in 41 languages and are required reading in many MBA programs worldwide.
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