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All too often, marketers try a tactic a couple of times – say, a newspaper advertisement. Or they might even be diligent enough to try five or six times. But they don’t get the response they expect. So they decide newspaper advertising just doesn’t work.

If only it were that simple. The truth is, the lack of response might not have anything to do with the tactic at all. In fact, even the best marketing tool won’t work if the strategy is off base.

Newspaper ads (or any other tactic) might be the best “ladder” in the world, but if it’s propped up against the wrong building, you’re not going to get where you want to be.

Without an effective marketing strategy you won’t achieve the results you want, no matter how much time and money you spend. A high-profile radio ad campaign won’t help you expand your business unless it includes a message that attracts your prospects. An article about your firm in a newspaper can bring in business or just be a conversation piece. E-mail messages you send can end up in your prospects’ delete bins or prompt them to contact you.

Marketing tactics aren’t good or bad. They’re both. The real question is: Is it good or bad for your business?

This is where the discipline of marketing comes in. It would be very easy to skip ahead to the fun stuff of creating an ad, Web site or brochure. No wonder so many businesses do it that way.

But you’ve got to do the heavy lifting of figuring out your strategy first. Before you throw out the tactic, make sure the strategy is sound.

Drew McLellan is Top Dog at McLellan Marketing Group and blogs at www.drewsmarketingminute.com. He can be reached at Drew@MclellanMarketing.com. © 2008 Drew McLellan