So often marketing consultants who write books, articles, give seminars, sell tapes and consult businesses both large and small tell us to be patient saying; The Longer You Do it the Better it Works. Well let me tell you one thing about this; patience is a virtue crap. It simply is not so.

Ted Turner in his book; they said he had the attention span and patience of a Nat. Indeed he also said; Early to Bed, Early to Rise, Work Like Hell and Advertise. In fact as a young many he sold billboard advertising and competed against Lamar Billboards Advertising and at the time he was kicking their butts. But he never told customers the longer you do it the better it works. His customers wanted results, all businesses do and they always have and we business owners want it now, not next year.

Any advice that says you need to spend lots of money over a long period of time advertising and marketing to experience favorable results is flat wrong. Sure over time there is a compounding affect and you had better be looking good, but you ought to receive strong results almost immediately if your marketing plan and your choices for marketing methods is correct. Patience maybe a virtue for some, but I want some G-darn cash flow and I want it right now and if I dont get it, then I am going to adjust my game plan because I am into winning. Not hoping or praying for fortune to come find me.

If you do not think like me great and if you are in my industry even better, because we will slaughter you on the way to the goal line. Screw patience that is for pusses. Consider this in 2006 and fire these wannabe marketing consultants if they cannot perform and deliver results. Cannot handle it, talk to Jack Welsh, because that is what he thinks too.