We’re always looking for the magic bullet. We want some new marketing technique that will solve all our problems. We’d love something that brings new business every day without any input or effort on our part.

We love the idea of something like Google AdWords. Something that we can set and forget. We’d like a well-oiled marketing machine that spews out cash.

I’m  constantly being asked about the next big thing. The questions cover everything from Twitter to podcasting to blogging to media relations. I wish I could say that one of these tactics would be the solution to all of our marketing problems. Unfortunately, there is no magic bullet.

The solution to our marketing problem is to accept that we can never stop marketing. We’ve got to keep going and going like the Energizer bunny. We’ve got to keep doing the old stuff while adding new approaches to the mix. Occasionally, we can remove something from the program and replace it with something better but, we can never stop.

I know the idea of marketing forever is distasteful for some. But, reality and the sooner you accept it the better. You’ve got to keep plugging away or you’re going to be economically vulnerable. You can’t rely on others, you can’t focus on other business, you’ve simply got to keep marketing every single day.