You might be thinking to yourself “I don’t need to write a plan, it’s all in my head”. Well, that may be true. You might know everything that you need to do, but there are going to be hundreds (if not thousands!) of things for you to remember during the course of your marketing campaign, and there is no human being on the planet that could possibly remember everything that needs to be done, and just as importantly, when it needs to be done. To emphasize just how important it is to write things down and to have a plan, here are some statistics that should leave no doubt: A study on goal setting sponsored by the Ford Foundation found that: • 23% of the population has no idea what they want from life and as a result they don’t have much; • 67% of the population has a general idea of what they want but they don’t have any plans for how to get it; • Only 10% of the population has specific, well-defined goals, but even then, 7 out of the 10 of those people reach their goals only half the time; • The top 3%, however, achieved their goals 89% of the time – an.890 batting average! What accounts for the dramatic difference between that top 3% and the others? Are you ready? The top 3% wrote down their goals. It can’t be that simple! Or can it? Dreams and wishes are not goals until they are written as specific end results on paper. In some very real sense, writing them down materializes them. Goals have been described as “dreams with a deadline”. Written, specific goals provide direction and focus to our activities. They become a road map to follow, and the mind tends to follow what’s in front of it.
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