Marcia Yudkin is a veritable sage who has taught me many things about marketing and writing. She’s given me permission to share this article from her “Marketing Minute” which concretizes the need to align strategic decisions with your long-term priorities. Mr. South does not see the implications of his choices.

In “The Millionaire Next Door,” Thomas Stanley and William
Danko contrast wastrel “Dr. South,” who spent more than 60
hours to get the best deal on a $65,000 Porsche, and frugal
“Dr. North,” who spent just a few hours six years ago to buy
a three-year-old Mercedes for $35,000. “Dr. North” spends
30 hours a month on his investments, compared to four hours
a month for “Dr. South.”

Although both men earn roughly the same as medical
specialists, the Norths have a net worth more than 18 times
that of the Souths. Such is the impact of strategic
decisions.

In marketing, what do you spend your time and resources on?
Like “Dr. South,” are you researching and bargaining hard
on expenses that feed your ego and make you look impressive?
Or like “Dr. North,” do you focus more on your long-term
sustainability?

To be a quietly well-heeled “Dr. North” in marketing, make
sure you are serving customers who can and will stick with you,
and that you’re doing your utmost to keep them happy.

Marcia Yudkin is the author of 6 Steps to Free Publicity, Marketing for Introverts and many other books and ebooks. She helps entrepreneurs and business owners attract ideal clients, turn their knowledge into products and earn what they deserve. Sign up for her free weekly ezine, the Marketing Minute, at www.yudkin.com.