May 21st, 2013 Systems posted by dmblogadmin View Comments

Marketing isn’t a Fucking Democracy

Marketers who can’t create just collaborate. He seeks the collective wisdom of others. He sorts through bad advice; adopts it as his own. He adopts the confused, inexperienced position of others. While he thinks that this is a way to build consensus,  it ultimately leads to a misguided and diluted marketing approach.

There are 5 aspects that I think a good marketer should embrace and work through with an organization. Most bold marketing innovations were hated at the beginning. Yet, many have become household names that garner brand equity that junior marketeers yearn to achieve.

Be Bold. Be Passionate.

Bad marketing is everywhere. Good marketing requires a bold decision that most often flies in the face of the collective wisdom. You must take a stance. Defend it. And, be ready for people to disagree. Disagreement will only make your marketing approach stronger; more defensible.

Test Your Message. Collect Feedback.

Being bold does not mean being careless. Carelessness is harbored in righteousness. A righteous marketer rarely survives. Rather, you should test your message. Collect feedback. Get the fucking facts. And, ultimately, decide whether the negativity over shadows the innovation. There will be haters. People hate change. Most are quick to jump on - despairingly -  something new. However, be steadfast in determining whether the name, position or message is best to achieving your goals. Don’t be afraid.

Process Matters. Build Something.

Meandering through a marketing message and positioning exercise will result in failure. Allowing the neophytes into the process will dilute it. While different companies engender different political factions, you must explain your approach, next steps, and desired outcomes. The goal is to actually build a pedantically accurate marketing position that you’ve – well, more or less – cried over. Tested every word. Fought over every mark of punctation. The consultative – good enough – approach doesn’t work when it’s yours.

If you haven’t personally struggled with each word and can’t immediately explain your trade off decisions, then you haven’t done your job. Start again.

Educate. Iterate. Advocate.

Marketing is never done. Your first attempt is rarely right. However, when you’re working with an organization that doesn’t understand that part … education is required. You must continually educate key stakeholders on your approach, timing and next steps. Even in seasoned organizations, reminding executive teams that marketing is an experiment requires persistence. As a marketer, you must advocate. Convince others you’re right. And, not be half-committed to an idea or position. Take a stance. Go for it.

Everyone Thinks They’re A Marketeer. They Aren’t.

The most co-opted position in an organization is marketing. Everyone thinks they can do it better. Engineering thinks you don’t get it. Sales thinks you’re not presentable. Finance thinks you’re missing the big boat – or splitting hairs. Support thinks you’re highlighting the part that sucks. At the end of the day, most people can speak or write in the native tongue, so they think they can do marketing. Wrong.

Don’t allow your organization to take over your message or position. You must be the benevolent dictator. You must advocate a position. You must be ready to be your job on it. If you’re not doing those things, then you shouldn’t be running a marketing organization.

http://blog.danmerritts.com/wp-content/plugins/sociofluid/images/digg_48.png http://blog.danmerritts.com/wp-content/plugins/sociofluid/images/reddit_48.png http://blog.danmerritts.com/wp-content/plugins/sociofluid/images/stumbleupon_48.png http://blog.danmerritts.com/wp-content/plugins/sociofluid/images/delicious_48.png http://blog.danmerritts.com/wp-content/plugins/sociofluid/images/facebook_48.png
blog comments powered by Disqus