Marketing Guesswork

Nobody cares about you.

In this Smash Podcast I tell you the cold hard truth about prospects that you need to accept so you can start reaching them with more relevant messages and calls to action that actually work.

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Your Business is a System

In this week’s Moment of Clarity I share my thoughts on how seeing your business as a system can help you improve and grow your business.

About ten years ago I completely disassembled an old Corvette I bought in a fit of bad judgment at a swap meet. Every bolt. Every washer. Every piece of wire.

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Why marketing guys suck and how to avoid this trap.

Marketing planning (even a little) can greatly reduce your risk when it comes to the time, treasure and talent you will invest in growing your company. Or at least that supposed to be how it works.

I talked to a friend the other day who said her company was desperately in need of creating a steady stream of opportunities. But they’ve been spending thousands churning through “marketing” guys that somehow didn’t make this happen.

I hear this almost every time I talk to a potential client. I think it sucks for them and I’m ashamed at some of the people in my industry. In this week’s Moment of Clarity I show you the real issue.

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This is everything that’s wrong with marketing today.

I picked up a package of gum the other day and noticed the copy on the box. It read “Trident – Fuse it up! Chew the sweet pieces with the sour pieces and you’ve created a fusion of flavor that’s all your own!”

OK. Wait a minute. What the hell does that mean? Do I want to “Fuse it up!”? I don’t think so. I just want some gum. I don’t want my own “fusion of flavor”. That sounds like an atomic bomb going off in my mouth. Who writes this meaningless claptrap? Was there a focus group where some highly paid advertising agency 20-somethings asked “If you wanted something to explode in your mouth, would it be Trident?” Probably.

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Get Back Inside the Box.

I was sitting in a meeting the other day with a marketing manager. At the beginning of the meeting she stated that the goal of the process we were going to undertake was to “think outside the box”. This well-worn cliché used to refer to looking at a problem from a new perspective without preconceptions – i.e., using lateral thought processes to arrive at a solution to a problem.

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#occuppy Wallstreet. Classic Ready, Fire, Aim Strategy.

Regular readers may or may not have noticed I stay away from politics. I also don’t mention religion. And I sure don’t write about the place of religion in politics. But the #occupy protests over the last few weeks are just too juicy for me to ignore. Yummy, juicy, deliciously stupid. Uh oh. I said it. Stupid. “But, Pete…” you might say. “You live in Austin, TX. You’re gonna get fried for that comment”. Bring it people. I call it as I see it and I see stupidity. Here’s why.

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You’re doing it wrong.

Why would anyone need a plan? That’s no fun. Too much thinking and debating going on. The worst part is actually making decisions. Screw that. Let’s just make web sites and brochures. We all love the pretty pictures. What shall we put in the pretty web site? Oh, let’s worry about that later. We’ll put some five dollar words and stock photos of pretty girls wearing headsets. Yeah, that will work. While we’re at it, we’ll just buy some expensive ad space in the Business Journal. Oh, and we’ll need an ad too. Let’s put our logo in the ad really big and a photo of the city’s skyline. That will rock. And our phone number because once people see our giant logo and the skyline, they’ll be storming our phone lines with their checkbooks at the ready.

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