In last Sunday's email I shared with you my “start from scratch” system: the type of marketing I'd do if I was starting my business again.

The essence of that system is simplicity. Focus on one ideal client, start with one source of leads, one lead magnet, one way of nurturing relationships, one method for converting leads in to clients.

Get that working before trying to add in any new tools and techniques, no matter how sexy they look.

But that's not the way most people do marketing. They hear that referrals work best, so they do a bit of that. Then someone tells them they should be on Twitter (or Linkedin or Periscope or…) so they do a bit of that. Then they do a bit of networking. And a bit of email marketing.

All done with good intentions. They spot other people who are succeeding doing these things so they assume they can do them too and get the same results.

But it's a bit like trying to learn to juggle by starting with the 5 flaming clubs, three razor sharp knives and a bowling ball you saw one of the world's top jugglers throwing around on TV.

You don't start by trying to copy what the people who've been doing it for decades are doing now. You start by copying what they did when they started.

With juggling that means throwing one ball and then two until you can do it reliably. Then mastering a basic 3 ball cascade.

With marketing it means focusing on one ideal client, one source of leads, one lead magnet, one way of nurturing relationships, one method for converting leads in to clients.

Start simple until you master it. Then build on it.