What should you rekindle?

Sometimes the spark is still there. It just needs the right situation for it to reignite into a bonfire. Such incidences though, is tough to plan. It almost has to happen by accident. That’s why I like the idea of “Turn up. Do the work.” It increases the chances of such “accidents”.

For me, the ignition came in the form of carrying a portfolio bag with hard copies of the ads in it. No computer. Nothing else.

Today is a good day. Today it was just me, the ads in the portfolio bag, the sell in my mind and that dose of anxiety in my heart of “what if I don’t sell this?”

Today I had the feel of “I am good at this” again.

What are you good at?

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Are you ready to hear it?

The opinion you asked for to improve your sales will probably piss you off even though you asked to hear it.

You just need to remind yourself of that.

Can you be calm?

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What will it be tomorrow?

All that you chase today, what will they mean tomorrow? Choose well.

Who will you be tomorrow?

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Where have you been?

Sure, you may have “been there, done that.” With the experience that you have, can you inspire the new ones taking the path? Are your advices applicable?

There is a role for those who have been there and done that, bragging rights if any is just a tiny part of that.

Who can you be?

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Are you angry?

You can be angry. Of course, it is better if you can manage your anger. But being angry doesn’t mean you have to be an asshole. Being angry and being an asshole are two very different things.

Are you crossing the line?

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Don’t know where to start?

Begin anywhere but review constantly, the path will lead you to where you should be. It’s better than remaining stagnant and not moving at all.

Where do you want to go?

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Where is your heart?

The problem with some marketing teams is not the lack of expertise or experience but conviction in their plans.

What do you belief?

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What is your goal?

Awareness is nice but it doesn’t pay the bills. It doesn’t increase the cash flow as well. Sales do. But for sales to happen people need to know you, and then choose you.

The goal in marketing communications will always be getting people to know you, prefer you and buy you. Nothing else.

Make the goal the goal.

Have you been told different?

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What did you study?

I interviewed someone with a finance degree recently. I asked why finance? His answer was that his father wanted him to be in finance. His father’s logic was that every company needs a finance person so he will have a degree that is in demand.

I said that’s not true. Every company needs a marketing person. The world moves because someone sold something.

He was sold on the idea.

Who do you want to be?

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Will it succeed?

The answer you don’t want to hear is “We don’t know.”

Fact is, even if we have the perfect formula, we still won’t know.

All formulas work. All formulas don’t work. You can swap the word “formula” with principle, recipe, method, process, procedure, …whatever.

Whether something works even though it has worked before depends on a myriad of factors. Those factors may not be replicable. Secondly, it only works when done properly. Even Olympians stumble at crucial moments. For a small impactful event to bring your marketing campaign to its knees takes a lot less.

We can only do our best.

Does it work?

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Can you conquer the mountain?

“And will you succeed?

Yes! You will, indeed!
(98 and 3/4 percent guaranteed.) 

 - Dr Seuss in “Oh, The Places You’ll Go”

 

Where will you go?

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What’s on your mind?

Insights can come from thinking about the consumer’s mental clutter. Think about the amount of big important things that stresses your consumer and the millions of mundane things that she has to remember just to ensure that she has a good day.

Mental clutter is the reason she didn’t hear your radio ad that comes on during drive time. Mental clutter is the reason she saw your ad in the paper’s prime front half right position but didn’t remember it.

You may want to believe your brand is the center of her universe. It’s not. She has a million things on her mind.

What do you remember?

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Do you study business?

“Political economy or Economics is the study of mankind in the ordinary business of life…Thus it is on the one side a study of wealth, and on the other, and more important side, a part of the study of man.” – Alfred Marshall

How do you do marketing?

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Are you fooling others?

The famous physicist Richard Feynman said, “The first principle is that you must not fool yourself—and you are the easiest person to fool.  So you have to be very careful about that.”

Although he was talking to graduating scientists in 1974 when he said that, this applies to any line you are in.

Are you fooling yourself?

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Is it risky?

Whether you see risk or opportunity in any given situation is dependent on your world view and your experience. No one can convince you otherwise. Those are burnt deep into the recesses of your consciousness.

Fighting against those very primal fears therefore is key to being better.

Is there an opportunity?

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Is marketing a skill?

If you believe it is, then like all skills you can learn it. Practice it and get better. Like learning all skills, you will stumble, fall, fail and get better.

How good can you get?

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Do you know Aida?

Yeah AIDA, the old communication process friend that stands for Awareness. Interest. Desire. Action.

Awareness is quite simply knowing of your existence. Top-of-mind awareness means your name comes to mind first when the category is thought about. This is the easy part. Just spend more and don’t make any mistakes on your media choices.

Interest and Desire? That’s a tougher one. That’s the one where you need people to like your ad. When they like it, they take more interest. When they take more interest, they form memories about it. That’s share of mind.

Have you thought about her lately?

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How are your 4Ps?

Make sure it is a decent product. Doesn’t even have to be great – just do what it says it will do. Then make sure that it’s decently priced for what it says it will do. It doesn’t even have to be dirt cheap. Make sure it is easily available and make sure that people remember you when they consider that category of products or services. Then give them a reason to pick you up.

Yeah it’s basics of basics. But that’s where the screw ups happen.

Which do you think you can do better?

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