Internet marketing is a very creative profession that attracts very creative people. It also attracts as in any field that deals with entrepreneurs, a lot of ADDs. Some times, when I get together with some colleagues, I really feel I'm in an ADD convention. Some people could get overwhelmed just listening to one of these meetings.

We deal with many ideas, many tools, many changes at the same time and although it may seem chaotic, it has a process. Every successful marketer knows that behind any idea being adopted there needs to be a lot of planning, testing and tracking, and a lot of work to implement it in a successful way.

So far, so good, but then, as in my case, I have clients that I have in my mentoring program. The first challenge is to explain what internet marketing really is, and then, after they see all of the existing possibilities they have to grow their business, tell them about planning, positioning and focus.

Special attention on focus, and on taking one step at a time. There is no magic in the online world as some like to believe.

Since we track everything, after a while these things become clear as they see results. Now, you see that if results don't happen, I'm accountable for that, right?

My problem is on the early phase with their friends and wannabes. Let's say the person is having soda with a group and telling them about the exciting changes her or his business is about to go through and the ideas that are going to be implemented.

That is when it happens. I loose my sleep when I think of it.

They start giving ideas, lots of ideas, out of excitement, excess of cafeinne or whatever. Never based on facts, studies or experience. (funny thing is, if those ideas where so great, why they never implemented them in the first place?).

Later, I'll have to deal with each of those ideas and debate with my client if they would help or not achieve the goals that were set in the first place. Don't get me wrong, I'm very open minded, if the idea is good and aligned, no problem. 90% of the time, they are not.

We spend countless hours studing more and more about the online world (after 10 years of experience), the markets that my client belongs to and many, many hours on consumer behavior. Yes, internet marketing is a lot more complex than webdesign!

Only to have to spend my time explaining why this or that idea would never work. This is the best case scenario! The worst case scenario is when an opportunist is sitting at that table and starts to give a sea of ideas, tells my client he could take care of everything when he is 'such a successfull person' who doesn't even have the moolah to pay for his own soda, or has some hideous page online that he calls a website.

Some say I shouldn't pay attention and move on, but my clients are really special to me and their success online is part of my mission. It is just sad to have to waste productive time showing them they should focus on one plan at a time and get it done. Anyway, this is my nighmare for halloween.