One of the biggest enemies we face in our business is confusion and overwhelm.

Not knowing what the right thing to do is, and getting paralysed.

It's not surprising it happens with our marketing. We're being told day in and day out about new (or old) stuff that's the “best” way to get more clients. Which is it?

I've recently been diving deeper into Linkedin again and have been amused to see just how much disagreement there is amongst experts as to what the best way to get clients on Linkedin is.

Some will say you've got to be messaging prospects with links to valuable resources. Others will argue that no, you should be messaging to ask questions and start conversations. And another gang say that you shouldn't be messaging at all and instead you should be posting content on Linkedin for your connections to engage with if they're interested.

And they all spend half their time telling you why the other experts are completely wrong.

Who's actually right?

All of them.

One of the things that age and experience teaches you is that not everyone is the same.

Some potential clients will value being sent useful information. Others will value engaging in conversations. And some, like me, don't want to be disturbed at all – we'll seek you out if we want something.

This simple realisation that not everything is black and white is liberating.

You realise that any sensible approach to marketing will work for some potential clients, but not for others. Or it will work some of the time.

As long as it works for enough people enough of the time it can work for you.

You don't have to waste time going round in circles as the experts argue over why their method works and the others don't.

You can pick a sensible one that you feel comfortable with and focus on making it work for you.