Growing up my parents told me I should be an attorney or a professional debater. At twelve, a stranger told me I have a way into the back door of people's minds.
These are odd statements to hear as a child, but for some reason, I believe there is truth to them. By 29 years old my companies had produced over $17 million in revenue and while I wish I could attribute this to sound business models and incredible leadership, I still credit our success to responsible marketing.
While there is no perfect marketing strategy, there are some golden secrets I've used that few are able to execute. I've listed them below.
3 Timeless Marketing Strategies That Leaders Often Miss
1. It's Not About What You Know, It's About What You Learned, Today:
Last month I found myself scouring LinkedIn reviewing the resumes of professional marketers. While almost all of them proudly listed their accolades I saw nobody list a statement like this,
“I learn marketing every day. I chase it like a hunt that never quits. The trends, the algorithms, the consumer. These are my books. This is my school. I am a marketer of doing, not learning to do.”
Being a marketer today requires fanatical attention to new information. If you are addicted to learning, you'll do well.
2. Speak To People How They Need To Hear It, Not How You Want To Say It:
You'll find this statement littered throughout the hundreds marketing meetings, board calls, and speaking engagements I've been apart of. There's something magical about it. The empathy the thoughtfulness or maybe the downright ruthless strategy of it. There is nothing more powerful in a marketing statement than authentic and sympathetic products, copy, branding, and even advertising. It's this dedication to caring for the consumer that produces the natural reaction we all hunt for, a purchase.
3. Deception, Dishonesty, and Manipulation Will Always Fail You:
To this day, I see SVP's of marketing using weasel words like: helps, can be, up to, virtually, similar to, all natural, or free. It's these marketers who believe misleading consumers to make a dollar is a sound strategy. But I disagree. Their absence of basic childhood morals drives consumer trust to the gutter and turns our economy into a skeptic's marketplace. The answer: honesty. Its always wins and always has. Lastly, we must not forget that we are dealing with human beings. They deserve full disclosure, truth, and loyalty. If your message must be manipulated to spark a purchase, your product must not be that good after all.
What timeless marketing principles have worked for you? Let me know in the comments below.