As I continue with these last blogs, I want to give a mention as to what I am currently up to. This is weird, because I am writing this in advance, and am therefore trying to guess what I’ll be up to as of this posting. What I can tell you is that today is my first day of teacher training, and I will be in class all morning, learning how to best teach our young people how to communicate effectively through written language. Looking forward to getting started! Anyway, here are a couple of smaller thoughts I’ve had about marketing:
I know, it sounds like a simple advertisement for our services. I know that saying as much probably makes you think that I’m saying it because I’m getting paid to promote the business. However, I do not make the statement lightly, and in fact, those who know me would say that I make this claim quite begrudgingly. During college, I held the firm belief that merit was all that mattered: Do your job well, and people will find you. However, what working at a marketing company has taught me is just how downright hard it is to find someone who isn’t trying to be found, and how easy it is to find people who do their job less well than the true experts, but know how to market their services. Guess who gets more business? In our fast-paced culture, easy-to-find matters, and you get there through marketing.
Life Is Noisy
This is something of a corollary to “marketing matters.” Because some people understand that marketing matters, they are very eager to talk their business up at every opportunity. This is what they have been conditioned to believe to be effective marketing. In some ways, this is exactly correct. However, the result of this is that you have everybody attempting to stand out by speaking to their own greatness. Finding business, therefore, is about saying something that clearly separates you from the pack in some fashion. Eventually, louder megaphones will stop being made, and when that happens, you need to consider: What does your message say that is different from other messages? If nothing, what could you say that is different? The answer to this question could win new business for you.