We all know that on the whole, losing weight and getting fit is a reasonably simple, scientific process - maintaining a healthy diet and sticking to a sensible exercise regime are pretty much all it takes.

But how many of us actually do it?

Of course the quick-fix alternative is some form of cosmetic surgery. There's no question that this approach works, at least initially and is probably quicker than six months in the gym and an endless diet of tuna salad. It is, however, extremely expensive.

So wouldn't it just be easier, cheaper and more effective in the long run to just do what we know is right?

For many organisations marketing is exactly the same. Really, in their heart of hearts, they know that successful, cost-effective and efficient marketing is about sticking to and maintaining an ongoing routine and discipline.

We know that prospects' buying cycles are unlikely to coincide with our desired selling cycles. So we can't expect one-off tactical campaigns to deliver the results that we desire - we need to keep up a continuous dialogue, getting the right messages out there time and again and ensure that we're building solid foundations on which to capitalise when the time is right.

The alternative is that each year, each quarter and each month, we have to start again. We have to reinvent the wheel, be ever more "creative", innovative and outrageous just to get our message through. And that costs a fortune.

Those companies and brands that you know, use and respect today are successful because they stick to the discipline of consistent messaging, work to a plan and only implement tactical campaigns when they're built on solid foundations. They too will tell you that it's not difficult or even necessarily expensive, it's just about doing what we all know is right.

To talk more about creating a successful, cost-effective and efficient marketing plan please call Think Smart Marketing on 01525 288828 or eMail jo.blackman@thinksmartmarketing.co.uk