Increasingly
I am beginning to dislike the word “educate” especially when used in the
context of a marketing and communications meeting about getting the consumer to
buy a certain service and or product.
Come on,
educate? Do you know how long it takes?How much budget do you have? It is now
your job as marketers to teach now?
Here’s your
challenge today. Find a better word to replace the word “educate”. You would
probably stumble on a better process and way to get your consumer to give you their money.
You can choose not to work with people you don’t like. Believing this statementtakes courage. But it doesn’t mean it cannot be done. Like everything else, once you realize it, it’s liberating.
Very rarely
are you able to convince a successful businessman that he is wrong or that
certain things can be improved when people continue to buy their service and
products. They can say they want to improve and they have open ears. But you
should know the truth, no business person will fix the formula when it still works.
What does
‘still works’ mean? It means they are still making good money.
Well,
sometimes you should. At other times, you just have to keep walking your path.
If you have a goal and you have done everything necessary to get closer to your
goal, then keep doing what will get you closer. Caring too much what others sayor feel detracts you from doing what you do best.
When you do not fail enough, you
often associate failure with shame. Once you have failed enough, you would realize
that the shame associated with failure is just your ego talking.
One thing
that propagates indecision is the ability (read authority) tomove deadlines.
If you are
already an indecisive person, try some form of discipline. Stick to the
deadlines you have set.
You don’t
need more time, more data, better crafted copy, the perfect timing, (and
whatever else is your excuse, please add here.) You need to decide based on the
information you have, the experience you have and execute the hell out of it.
If you don’t
know how to begin, start with a pencil and paper. Start writing what’s on your mind. What you write does not even have to make sense. Just scribble away.
It works
for writing articles, writing marketing plans, financial goals, who you want to
marry and stuff that is bothering you.
Stuff that bug you from years ago, months ago, weeks ago or even a few days ago. You know those stuff of who said what to you that offended you, did or did not do something for you or to you that rubbed you the wrong way. Yeah, those stuff.