My good friend John Jantsch (actually he doesn’t know me from Adam, I just like his stuff) at Duct Tape Marketing advises marketers to Stop the Monkey Marketing which he explains comes from the Zen Buddist term Monkey Mind. That is, the untrained mind is not capable of focusing on only one thing, rather it is like the monkey in a cage bouncing from side to side.
I agree with his point that small business marketers need to learn to concentrate on one marketing strategy at a time, rather than bounce from idea to idea as we get caught up in what John calls the “marketing idea of the day.” Since small law firms have limited marketing resources, it is a good idea to stay focused on the plan until you get a result – whether good or bad. Better to focus on a few well thought out ideas and stop dabbling in the idea of the moment.