If there's one thing marketing experts agree on, it's that there's only one way of marketing that works.

The problem is, they don't agree on what that one way is.

Speak to one and he'll tell you that if you're not doing Facebook ads you're an idiot.

Another tells you email marketing is the only reliable marketing tactic. The next one you speak to says email is dead.

And still another says that online is for losers and that you need to be doing direct mail or networking or presentations or blah blah blah.

I can't speak for everyone, but my experience has been this:

»» Almost every marketing tactic can work for someone

»» No tactic works if you don't get good at it

»» Flipping from tactic to tactic because yet another expert tells you it's the only way to go is a surefire route to failure

Some approaches definitely fit some situations better than others. And a little common sense should tell you what you need to know.

For example…

• Local breakfast networking groups are probably not going to be much use if you want to break into corporate clients.
• If you can identify your ideal client by industry or job title, Linkedin is probably going to be a good route for you.
• If the majority of your clients aren't ready to buy when you first connect with them then follow-up via email marketing will probably work for you.

Here's the important point: think for yourself.

Don't just jump onto a new marketing tactic because someone says it works for them. Think through whether it will work for you.

And remember that great execution of the second best marketing tactic will easily beat poor execution of the best one.

In fact, great execution of the seventh best marketing tactic will beat poor execution of the best one.