---
title: Once Doesn't Cut It
description: The new world of communication provides tremendous opportunities for small and mid-market companies to connect, engage and influence.
---

[Making Sales Growth Predictable, Sustainable & Scalable ](https://www.liftenablement.com/blog)

# [Once Doesn't Cut It](https://www.liftenablement.com/blog/once-doesnt-cut-it)

 Written by [Doug Davidoff](https://www.liftenablement.com/blog/author/doug-davidoff) | Jun 2, 2011 10:45:00 AM

All three tactics work - they just don't work as one-offs.

The new world of communication provides tremendous opportunities for small and mid-market companies to connect, engage and influence.  It can be the great marketing equalizer; allowing SME's to share their knowledge and demonstrate their capabilities - toe to toe with larger companies.  For me personally, it has been instrumental to allowing Imagine to grow, creating [millions of dollars of documented benefit](https://blog.imaginellc.com/dont-have-time-to-blog-thanks) for me.

That said, it only works as part of a coordinated effort.  The value of a single blog post, article, newsletter or webinar is virtually nil.  The value of each increases as the number increases.  It creates a network effect.

The goal is to:

Get rid of the campaign mindset.  Sending out one email won't make selling easier.  Hosting your first webinar won't fill your funnel.  Letting people know you're at booth 132 won't make the trade show successful.

Doing all of them - constantly and consistently - will allow people to understand:

Send out that email.  Host that webinar.  Just don't lose excitement if the first one (or five) don't live up to your expectations.

 

[View full post](https://www.liftenablement.com/blog/once-doesnt-cut-it)

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