Motivational speaker Zig Ziglar once said, “An optimist is someone who goes after Moby Dick in a rowboat and takes a jar of tartar sauce”.

While the image of that quote might bring a smile to your lips, there is something to be said for tackling a project equipped as if the project was already a success.

Many advertising campaigns fail because the advertiser was fishing without tarter sauce. Let me explain.

Some business owners ‘test’ their advertising rather than committing to it’s success. Such tests generally fail.

Why?

Because advertising is only one part of a total effective marketing mix. Advertising can’t make a bad business a good business, and without every marketing element committed and aligned behind a campaign, your goals cannot be achieved.

In other words, don’t go fishing without the tartar sauce. Launch every campaign optimistic that it will succeed,

Fish and Tarter