I bet you had one at your school too. A kid who was good at pretty much every sport?

Captain of the football team. And the cricket team. Good at rugby too, and a decent runner.

Trevor was that kid at our school. Rather annoyingly he was a nice guy too, so very difficult to dislike him.

The funny thing is that the multitalented sports stars at school very rarely seem to make it to the highest levels of sport afterwards.

There are some exceptions, of course. But the very top performers tend to be brilliant at one thing rather than being good at many.

The same is true in marketing.

You really only have to excel at one or two things to be successful.

Most of us fall into the trap of thinking we need to be good at a whole bunch of things. Email marketing, social media, paid traffic, seo, presentations, networking. The list is almost endless.

As a result, we overload ourselves with trying to learn way too many things. And we don't get good at any of them.

And we're egged on by people trying to sell us new tools and new courses about the latest and greatest thing we must learn because apparently “everyone” is getting great results with it.

But unlike the marketers who spend all their time on marketing and often have dedicated teams to support them, most of us have to fit marketing round client work. We simply don't have the time to become good at everything.

Nor do we need to.

A great product supported by mastery of a few yet marketing strategies is enough to make us successful.

And enough willpower to resist that new silver bullet, of course :)