marketing process

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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Mmmm, sweat sock pie.

Parts is Parts But Pie isn’t Pie. I’m often asked to consult on very narrow parts of a marketing and advertising program. For example: “Pete we just want to you tell us why our web site isn’t producing the number of leads we think it should.” Or, “Pete, just take a look at this direct mail piece and give us your recommendations as to how we can make it better.”. The problem is my guesses probably won’t be any better than your guesses. Sure, I can make pretty good guesses because I’ve spent the last two decades solving these types of problems but ultimately we will still be guessing. Guessing is the antithesis of great marketing. The trouble here is that we would only be looking at a tiny slice of the pie. Figuring out why the pie tastes terrible requires looking at the quality of all of the ingredients,[…]

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