by Randall CraigFiled in: Blog, Make It Happen Tipsheet, Marketing, RetentionTagged as: Competition, Marketing Automation, Risk Management
Are you unrealistically optimistic? Most marketers are, and it is not particularly healthy. Think about it: a marketer’s job is usually focused on generating leads. About great design. Attracting attention. Building. It’s other people who have to worry about delivering the product or service, headcount, logistics, and the vagaries of technology. The marketer merely needs to communicate a message of we’re great to the right audience at the right time.
Unfortunately, this optimism can get in the way of an honest appraisal of marketing disqualifiers: the factors that hinder – or reverse – the development of a positive relationships. Some examples:
When even one of these occur, the relationship becomes weaker, imposing a costly impact on the organization:
These factors are all dead weight that any future marketing initiative must fight against. No matter the brand promise, if a prospect is thinking “Yes but”, marketing effectiveness is diminished. This is the powerful law of unattraction.
Effective marketing requires marketers to temporarily suspend their optimism, and ask one simple question: What is unattracting us from our target? And then work just as hard to address these blemishes as they do on “traditional” marketing activities. Only when this is done, can the marketing investment fully pay off. This week, identify your organization’s most unattractive feature, and begin the work to fix it.
Marketing Insight #1: The “work” to fix it can’t be done by glossing over issues; it often involves rolling up your sleeves and collaborating with other groups within the organization (and often external partners) to address issues at their root. You can’t make a silk purse from a sow’s ear.
Marketing Insight #2: With so much effort spent on attracting the “new”, existing relationships are sometimes taken for granted. Relationships, however, never stay the same: an ignored relationship grows weaker over time, not stronger.
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