First and Ten

Once every three hundred sixty five days, the calendar brings a fresh set of downs.  First and ten, the whole field in front of you, all options available. 

Good coaches know how to use downs.  For me I like a first down that results in the defense have to defend everything and anything on the next play.  For instance, an in-completion on first down leaves a run play on second down a generally bad idea.  So I like a higher percentage pass on first or a run that I feel good about.  I hate second and ten, love second and two and can deal with second and five.  My goal with the early downs is to have the other coach have to defend my whole playbook on the next play.

I'll do the same in the early weeks of the year with my marketing.  I'll do things which create maximum opportunity for the entire year.  Primarily, I'll make as many new contacts as I can effectively follow up on. Lots of people won't be at the right place in the buy cycle right now.  I will know them, however, and I'll have the chance to put myself in the way of later opportunity.

You don't need touchdowns on first down.  You need effective.  You need opportunity generation.  Generate enough opportunity and you will get touchdowns.