It's that time of year when we look back at how things have gone and think about what we might do differently next year.

And obviously, it's the time when people try to sell us their latest “best year ever” silver bullet.

I've bought my share of silver bullets in the past. But my experience has been that it's not the big things (that often we never implement) that make a difference for most of us.

It's doing a handful of things consistently better.

Keeping in touch with a few more people a bit more often.

Making sure our products and services are just that bit more focused on the biggest, most urgent issues our clients face.

Making it a bit easier for people who are close to being ready to buy to take a first, low-risk step with us.

Sharing our content a bit wider and a bit more often.

Cutting out some less effective things you do out of habit to make room for things that work better.

Changes like this can be the difference between a so-so year and a great year for many of us.

And they don't need a silver bullet, some huge complex “funnel”, massive expenditure or doing stuff you don't feel comfortable with marketing-wise.

They're easier. But they're also harder because you have to stick at it consistently rather than just shelling out some cash and hoping it will all change overnight.

I'm sure silver bullets work for some people. But my money's on consistent implementation of small improvements for most of us.