Striving for perfection is a nice goal, but sometimes waiting for perfection can hold you back.

The beauty of marketing on the Internet is that, in most cases, you can test, change, modify and update your campaigns once they go live. Having everything completely perfect prior to getting out there and being seen is no longer a necessity. It is more important to take action and become visible, even if it’s not perfect, than sit around and wait.

Recently, I’ve noticed this trend of waiting for perfection with some small business owners. The problem with this strategy is:

• The longer you wait, the more chance you give your competition to be found before you, potentially stealing the thunder from something you thought was unique;
• The Web changes too quickly to worry about finding small imperfections that can be fixed quickly once they are discovered;
• Marketing takes time to work and waiting just lengthens the time before you will see results.

Understand that I’m not saying not to strive for excellence in your business. However, there is a difference between striving for excellence as a goal and waiting for everything to be perfect before you take action. I totally agree that you should:

• Review your Web site and blog for spelling, grammar and other flaws that hurt the image of your business;
• Test your forms, landing pages and interactive components to make sure they work the way you want them to;
• Ensure that your brand is consistent and well designed;
• Target the right market, use the right keywords and communicate the right messages in your pay-per-click advertising.

But trying to get everything “right” (whatever that is), whether it’s your Web site, social media profiles, email campaigns or your pay-per-click advertising, is costing you clients, visibility and money.

Waiting to begin marketing on the Internet so everything is perfect is futile. Get it to a point where no one but you knows it’s not “done” and go live. The longer you wait for perfection, the more the world is passing you by!

Are you waiting for perfection before you begin a marketing campaign?

©2010 Masterful Marketing. All Rights Reserved.

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I recently had the pleasure of wrestling a new client’s domain name and web site from their current developer. It is not a pleasant experience but when you ask the developer to make changes and nine weeks later they haven’t even returned a phone call, something has to be done.

But even more disconcerting is when I find out that the domain name is registered under the web developer’s name.

Your domain name is a business asset. To have anyone else hold that name in their possession is a disaster waiting to happen. But many business owners don’t realize the value of those domain names. Keep in mind that if I wanted to buy your business sometime in the future, one of the assets I want is your domain name.

Another thing that concerned me about this situation is that when I initiated the transfer of the domain name to a registrar in the business owner’s name, the web developer told the owner that doing that would mean he would relinquish control of the domain to the registrar. Mis-information like this really annoys me. Are they uninformed or just lying?

Please remember that when you want a web presence, work with someone who understands marketing and business to help you through the process. I’ve sent this message out before and I’m repeating it again because of the importance of being in control of your marketing tools. Today, with marketing depending so heavily on the web, you cannot take chances on someone else being in control of your domain name.

©2010 Masterful Marketing. All Rights Reserved.

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