For years I had a very important policy regarding my weight: The policy was that I would keep my weight so that I never had to buy pants with more than a 36″ waistline. If my pants got a little snug, I’d cut back on my eating.

I haven’t violated that policy for years.

But then I decided I really needed to have a 34″ waistline, so I got on Weight Watchers, became mostly a raw vegan and reached that new pant size in less than three months (and lost 20 pounds).

You see, a policy is simply a rule you make and follow. It’s something that works for you. It’s something that you stick to. It’s something that’s important to you.

So you just do it.

I recently took on two new policies in my life for my health and well being. I now walk for one hour a day in the afternoon and meditate for 30 minutes each morning.

No struggle, no effort, no weeping and wailing. After all, I have a policy and I just follow through with it.

And you can do the same thing with your marketing. I have.

My policy is to write this eZine every Monday and send it out to be delivered by Tuesday morning. In the almost 15 years that I’ve been writing it, I’ve only missed a handful of Mondays.

But hardly anybody sets a policy and lives by it. Not even the government. There’s always exceptions, reasons why, circumstances, or somebody else to blame.

So we struggle, we try, we “make an honest effort,” but rarely do we follow through with something so consistently that others could set their watch by it.

“Sure Robert, but what about spontaneity, creativity, going with the flow, and finding the right mood?”

All of those are very nice, and it’s great when they strike us, but they don’t hold a candle to a policy that you simply adhere to, come rain or shine, sleet or hail.

So how do you set a policy for your marketing?

Pick a thing that you know you ought to be doing consistently. I don’t care what it is, but it should probably be a daily or weekly activity. Talk to your friends, get a coach, figure it out, and then commit.

Don’t wait for inspiration. Move into action.

A few things will happen, (not necessarily in this order).

1. Your life will change (usually for the better)

2. You will face inner resistance (big deal)

3. Your capacity to get things done will expand.

4. You’ll feel good about yourself.

5. You’ll attract more clients.

So what will your policy be? Don’t do one more thing until you’ve set your policy. I’d love to hear about it on the Action Blog

Time to go out and walk for an hour!

By Robert Middleton of Action Plan Marketing. Please visit Robert’s web site at www.actionplan.com for additional marketing articles and resources on marketing for professional service businesses.