There are too many good marketers.
Too many marketers know what I said in my last post. Any good marketing tactic is made up of two ingredients: it must be memorable and it must be strategically relevant. This has created an extremely cluttered marketplace.
Great marketers are able to break through this clutter. How? They one-up the good marketers.
They don’t just make a multimillion dollar commercial stating their mission statement or values, they commit to making sure the message they communicate bleeds through every artery of the business. They don’t talk to the consumer, they build a relationship with the customer. They don’t just tell the customer their product should be valued, they let the customers know they are genuinely valued.
There aren’t enough great marketers.
To see some other young minds thoughts on “Greatness” check out Part 1 and Part 2 of the Dare to Be Great Series.
Questions to ponder in the comments section:
- What do you think separates the good from the great?
- What are some examples of good vs. great marketing?
Image from D is for Duende
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A willingness to experiment and be completely wrong separates the great from the good. You have to fail in order to do truly great things, otherwise how else will you learn how to get there?
Frequency and timing of communications are often overlooked. If I sign up to receive exclusive product news and updates and you don’t send me a message in the next few days, I’m going to forget about you. If I’m a member of your community or subscriber to your email newsletter and I click to buy and then stop at checkout for some reason and you don’t follow up with me, then you’re missing out. If you have my birthday, why not send me a special offer then? If I take the time to write about your brand online and you don’t engage me, you’re missing the boat. Sometimes it’s the little things that separate great and good marketers.
The greatest trick the devil ever pulled was making the world believe that he didn’t exist(1). That’s some pretty crafty marketing right there. No idea why, but that’s the first example that came to my mind to separate good from great. How’s that for some thought provocation?!
1Kevin Spacey, The Usual Suspects
I’m not sure. I’ve never failed. Ever.
<— Genius.
Apparently all you have to do to become great is call Ryan.
But to add to what Stuart said, a little diddy from Vince Lombardi: “We would accomplish many more things if we did not think of them as impossible.” Well said.
Ummm…genius…I don’t think the arrow points to you…at least not on my computer. Just off into white abyss-like border space.
Jason, thanks for taking the time to drop a comment! I definitely agree that the things that separate good from great are very little things, which is why they’re often overlooked. And to your point, I’m with you man. The easiest way to sell more is to target people who you know are interested in your product, whether that be people who have bought from you, visited your site, or subscribed to a newsletter.
I’m enjoying these additions to what makes a great marketer, keep them coming!
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