Here’s a handwritten note from Bruce Lee on Roger Ebert’s blog. The note is titled “My Definite Chief Aim,” and I think it sets a stellar example of the importance of setting goals.
Here’s the text of the note:
I, Bruce Lee, will be the first highest paid Oriental super star in the United States. In return, I will give the most exciting performances and render the best of quality in the capacity of an actor. Starting 1970 I will achieve world fame and from then onward till the end of 1980 I will have in my possession $10,000,000. I will live the way I please and achieve inner harmony and happiness.
-Bruce Lee, 1969
Keep in mind that, at this point, Bruce Lee was far from the Bruce Lee we know him as today. He had been in a few films as minor characters, but that was about it. But that didn’t stop him from setting a goal and striving to achieve it (which he was well on the path to doing if he hadn't passed away in 1973).
In marketing, goals work the same way. If you start a Facebook campaign with the goal of “raising awareness for your brand,” you’ll never actually accomplish what you intend. It’s too vague. Too unfocused.
However, deciding on measured, tangible results can actually get you somewhere. If you say, “Our page will have 500 fans by next year and we will produce content and updates that receive at least 20 comments per week on a consistent basis,” you’re actually setting yourself up for success. Now you know how you want to focus your content, your timing, and every other aspect of your efforts. There’s a goal in mind and you can work toward that goal.
This mentality can be applied to all aspects of marketing (not just social media), and the marketers who understand that are the ones who get results for their clients. Take it from Bruce Lee. Because do you really want to argue with someone who can do this?...
I didn't think so.
Photo by Glen Johannes. Thanks Glen!