How hard are you working today?

“Work smarter, not harder” is a phrase often touted by many pundits in the online marketing and eCommerce arenas. They tell us that clever use of clever technology has the potential to free us from the drudgery of the daily grind.

Well, I’m afraid I’m here to bust a few myths. So for those of you who are looking for an easy life, it’s probably best that you look away now.

Technology will not deliver a Utopian work environment, free from hard labor. In fact working smarter will actually give you the freedom to work harder.

That’s because true success (not the flash in the pan variety) is always based on hard work. Even the most vapid form of success (I’m thinking of the stars of reality television) have to put themselves out there and work hard to stay visible and viable in (I’m really sad to say) a competitive market.

Great technology will help you become more efficient with your time – but it is what you do with this time that will make you successful.

Use this time to build solid relationships (with suppliers, customers and staff), develop new products/services, dream up new marketing campaigns and don’t forget to take the time to learn how to squeeze the most out of that technology you’ve just acquired.

I’ve seen countless businesses invest in technology but not put the hard work in to ensure this investment delivers on its promise. Just because you have great email marketing software, doesn’t make you a great email marketer and just because you have the very best eCommerce software doesn’t make you a great online retailer.

Only hard work combined with smart technology will deliver great success.

How has working smarter enabled you to work harder and find greater success? Share your comments below:

This post first appeared on the iContact Email Marketing Blog.