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Dr.Harlan Kilstein is a fantastic copywriter, effective marketer and one of the brilliant people I engage with in interesting conversations on Twitter.
We were discussing my recent blog post about Frank Kern. And something Harlan said got me thinking about the impact and power of strategy versus tactics. It isn’t always easy to know the difference between the two.
To over-simplify it, tactics are what you do, and strategy is why you do it.
For instance, “giving value before money changes hands” is a strategy. It has a purpose – to show your ideal prospects the value of your content, the nature of your expertise and the potential benefits (to them) of being in your network.
Yes, it is expensive both in time and money – but can pay off massively in the long term. For instance, Jay Abraham sent me an introductory pack of his material for free in 2002. It had a transcript of his consulting sessions, 3 special reports and an audio tape of an interview he did with Tony Robbins.
Just the information he gave away for free in that pack got me hooked on learning more – and I have spent over $5,000 learning from him since then. (Oh, and that has paid off many times over as well).
“Giving 10 times more value than you charge for” is another strategy. It happens to be one Yanik Silver teaches, and follows himself. It has kept me on as his loyal client for over 10 years, graduating from a $19 ebook to a series of $500+ purchases of his material.
To decide to “make people smile in their business” is a strategy. It’s the cornerstone of my Smilenaire approach. The tactics used stem from this strategy.
People may not be smiling today in their business for any one of 3 reasons – because they don’t have one, or because it isn’t working well for them (making as much money as they want, or leaving them with enough spare time to have fun), or because they don’t have a deeper purpose for what they are doing.
“The Smilenaire Way” business coaching program addresses each of these 3 components – and is guided by the strategy.
So… if strategy is so powerful, why is it that many people remain tactical?
Because it is easier.
And because it works – now. Fast. And well.
The trouble is in scaling it up beyond a point. You cannot.
A tactical approach is appealing to those who don’t mind repetitive activity along the same lines. It’s like building a wall with bricks and no mortar. You can layer bricks one after another, and reach a certain height. But when you try to go beyond it, the wall will come crashing down – and you’ll have to start again from scratch.
Strategy is the mortar. It holds together each layer of bricks, consolidating your foundation, making what you’ve built strong enough so that you can keep layering upon it, growing your business higher and bigger.
There’s another problem. Tactic often masquerades as strategy.
I remember a discussion I engaged Jeff Walker upon in the Warrior forum some years ago. He was using a specific military analogy as an example of strategy setting – but to me, that example appeared a classic study of tactical thinking!
If even such a strategic marketer can interpret a tactic as strategy, you’ll realize how tough it can be to make the distinction. For the record, I consider everything in the Product Launch Formula course to be TACTICAL. The strategy is in the decision to USE a product launch to build or grow your business!
Oh, and deliberately choosing NOT to have a strategy is in itself a strategy. Just saying 
Intuitively, driven by necessity, and even accidentally, my approach to online marketing has always been strategic.
When I first saw the potential of the networked online community in raising awareness about congenital heart defects, I adopted a strategic approach – to reach the people who would reach many other people.
This led to a layered approach that has been scaling ever since 1996.
First, it directed me towards ezine marketing, where I could teach ezine publishers about growing their readership, making their e-publications more profitable and using their email newsletters to build their business.
The underlying strategic component was this: When I approached my list for help in announcing an awareness building or fundraising event for my non-profit work, I would not only reach those subscribers directly on my list, but through them, my appeal would go further and reach their audience too.
That’s how I have been able to get my message of CHD awareness out to not just thousands (as I might have done without a strategy), but to MILLIONS – because of this strategy.
Another fortuitous strategy that has benefited my ultimate goal massively is the choice to help business owners.
I could have stuck with just appealing to them from time to time, asking for donations. But instead, I chose to help them grow their business. This way, as their business grows, they willingly support CHD awareness and help fund a child’s treatment out of increased profits I help them generate!
There are examples galore, and we could discuss this all week long.
Hopefully, these few anecdotes of how being strategic has helped sustain, nurture and scale up things I’ve been involved in will give you some encouragement to take the little extra time and effort to formulate your own strategy, in business and in life.
“The SMILENAIRE Way” can help in a small way. More important is your committment to your decision to be strategic.
What do you think? Please share your thoughts by leaving a comment here.
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Today Feb 15th 2009.
Like to share a thought on – what?? – if at all – takes precedence – Tactic OR Strategy.
Elvis presely did it with a mega-hit in the 60’s with – Wooden Heart.
Just over two Millenium years ago, there was a messege on LOVE.
As I see it,Elvis may have had the WHAT – first, where as in the latter, it was the – WHY.
Thirty – forty years later – you have a message and a walk too – of love, dealing with Hearts in such sublime splendour – never ever known to man – after Albert Schweitzer, more than century ago.
I was facinated wth your quote – OH, AND DELIBERATELY CHOOSING not TO HAVE A STRATEGY IS IN ITSELF A STRATEGY.
Doc – with your 3P’s – principle – I thing I am getting it.
I was watching a Mark J video some time ago – there he said, strategy is about – what to do & tactic is – what one does (when there is no strategy) – SOME THING TO THAT EFFECT.
You are a inspiration to all strata in society – academic & non academic – yes, far too many to categorize.
Above all – a vibrant message, to take count on the inner self- to all people who have taken the Oath of Hippocrates.
Wish I could have made this shorter.
Hope you are brimming on this day after Feb 14th 2009.
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