The Insanity of the Tactics-First Crowd

A desperate marketer posted a sad-sack story last week on a public forum.

He was trying to reach prospects in a niche market…

…and he was getting ZERO response.

Facebook Ads? No-go.

LinkedIn messages? Zip?

Search advertising? Nada.

So he asked the internet for help…

…and the internet responded with a bunch of INSANITY.

First, I’ll summarize the advice, then I’ll tell you why it’s insane.

Various experts-du-jour offered tons of tactical tips to Desperate Marketer: 

Build a funnel.

Try this trick on Facebook (“It worked for me!”)

Latch on to this cool, can’t-miss LinkedIn tactic.

Here’s why all of that advice is insane…

Desperate Marketer was failing not because of terrible tactics but because of feeble stories.

I’ve been doing this for 25+ years. And 99% of the time when marketing stalls, it’s  because the story lacks the power to inspire prospects.

But no one asked Desperate Marketer about the story he was telling. No one questioned the message he was dishing out.

If the story is out of tune, if it’s feeble, if it’s not powerful…

…all those can’t-miss, “worked-for-me” tactics will fall flatter than a pancake, every time.

Albert Einstein reportedly said, “Insanity is doing the same thing over and over and expecting different results.”

The tactics-first crowd means well.

But when your marketing stalls because your story lacks power…

…and then you switch the tactic but don’t power up your story…

…you’re doing the same thing over and expecting a different result.


If you’re looking for a more sane marketing approach, if you want to discover simple ways to power up your stories so prospects tune in, stay tuned, and act…

Sign up for a  free, 30-minute story assessment

I’ll review your business story. I will meet with you via Zoom and review how you’re telling your business story — on your website, social media, and other channels. Then, I’ll recommend how to make it work better during these strange days.  

I have a limited number of slots open on my calendar for these sessions. Please visit my calendar to book a time that works for you.

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Tom Ruwitch

Tom Ruwitch is the founder and CEO of Story Power Marketing. For more than 30 years, he has helped businesses grow by delivering powerful stories using a variety of different media.