Quote from the movie Forrest Gump: "Never, ever take your eye off the ball."
For each aspect defined in you marketing and advertizement campaign ask yourself the question: "how will this aspect help me to obtain my goal." It is a question I started to ask myself when I started with my QR Code business. Trying to find the answer is not simple, actually it raised more and more questions.
The first step is to actually define your goal.
It seems simple; business makes a product, product needs to be sold.
But is there a market for your product? and who is your client? It is wishful thinking that the whole world is your target, a smaller target audience is easier to identify and reach. Is anyone really waiting for this product, does it solve real problems? The original reason for you to generate the product, might not be the same as the key selling points.
Trying to answer these question might help to get a more clear definition of the goal itself. It helps defining your target clients. And by defining your clients; specific needs and interests of these clients can be addressed while promoting your product.
This step can help to avoid to do things for doing sake only, and avoid to add aspects that are distracting, since distraction will move your clients away from the set goal.
The whole process is not static and needs to be measured, reviewed and adjusted constantly. But each time you feel
an adjustment needs to be made, remember to "Never, ever take your eye off the ball."