Last week, the Twitter update above seemed to resonate with some followers.
And I think it was for good reason too.
As marketers, it's our burden to take a problem and conquer it. But marketing isn't a product on a shelf; it cannot be bought.
Why clients need marketers
By the time we're called-on by clients, chances are, sales are declining and rent is already past due.
Now the client finds value in marketing. And now they need new business, new faces, new numbers.
And as marketers, we recognize new-business-now!! client requests aren't realistic. They're an emotional plea for help. They're drowning, they need a hand. They need to see progress.
So yes, we'll absolutely launch a strategic campaign. Yes, we'll identify outlets that will reach plausible prospects (rather than everybody, everywhere). Yes, we'll find new ways to to put your brand in front of new faces.
But no, we can't force a prospect to purchase. The decision to buy is the customer's; you can only be ready to impress once they decide to buy.
So how do we solve this perception problem?
We be honest. We're not miracle workers. We're hard workers. Diligent. Creative. And strategic.
But marketing isn't a light-switch.
What marketing is
Marketing is:- Proactive
- Strategic
- Permission-based
- Competing on quality
- Demonstrating value
- A process
- Building relationships
- Creative
- Unique to you
- Trust-building
- Ever-evolving
- Targeted
- Social, listening
- Empowering advocates
- Personal
- A long-term investment
- Surprising
What marketing isn't
Marketing is not:- Reactive
- Impulsive
- Justifying spam
- Competing on price
- Slashing prices to drive traffic
- Customers pouncing, waiting for you to formally ask them to buy
- Transactional
- Cookie-cutter
- Something that can be tiered and bought
- Bait-and-switch
- Recycled, tried, and tested
- Casting a wide net
- Broadcasting
- Ignoring loyalty
- Generic, one-size-fits-all
- Only done when business is bad
- Stale
Your thoughts
It seems to me, it's better to give your clients realistic expectations and an understanding of what you really do, versus what they might anticipate you doing.And do it up front and early.
Historically, I haven't communicated these thoughts so blatantly. But moving forward, if you hire me, it's going to be the cornerstone of our relationship.
What do you think? Leave a comment below; let's build on these points.
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