It’s one thing to do the right things.
It’s another to do them right.
As a marketer, this saying holds great value for me. It was the same for my father, a lawyer. I recall asking him about a do-it-yourself lawyer-in-a-box kit being advertised while he and I were watching TV. “Does that hurt your business?” I asked. He chuckled and said, “No, but I’ll end up dealing with a stressed out client later and have to charge more to fix the mess than I would have if they’d come to me in the first place.” That has stuck with me for decades.
Now as I set out to guide businesses to their optimum marketing positions, I too am seeing far too many do-it-yourself attempts that are messy and often do more damage than good. By the time I get the call, the first things to do are to undo things, to get back to center. Afterwards discovery can be done and then new initiatives designed and implemented.
So in the hope I can spare at least one person from making a mess, here are my truths about marketing (these are for today, who knows what’s going to work tomorrow):
Some painful truths about marketing:
Marketing is more than being noisy and saying nice things about your company and products. There was a time when that’s really all you had to do and whoever was noisiest (bought the most advertising) would win.
Marketing is more than “getting the word out” and “being visible.” Often misrepresented as “branding,” this is the epitome of checklist marketing. Doing something just for the sake of saying you’re doing something.
Marketing is more than building a web site, having a Facebook page or publishing monthly newsletters. None of these items, by themselves, is going to move the needle for your company. If you build it, they won’t necessarily come.
Some painless truths about marketing:
Marketing involves taking time to understand who wants your offerings and why. Knowing this means being able to bundle, price and explain your offerings with extreme accuracy for your best prospects.
Marketing involves knowing you’re not going to be able to tell people what to buy but they are looking for solutions to what pains them. Offering solutions (free and paid) is key to developing relationships with your best prospects today.
Marketing involves learning who your best prospects trust and listen to and then build a relationship with those people so they can know about and share your solutions with their audiences.
Marketing involves measuring everything. You need to then know how to read the data in order to make make changes to do more of what works and quit doing what doesn’t. For instance, low numbers may indicate an incorrect or misdirected strategy. You need to be able to tell the difference.
Did I miss any?