Ian Lurie // Jan 7 2013
Marketing is what we do. Advertising is what we often make as a result. It sounds very fulfilling. Alas, the process usually looks something like this:
The result is an utter turd that converts about as well as opening your office window and yelling “BUY MY STUFF.” But by then the process has sucked out your will to live. You crawl across the finish line, then go hunting for chocolate.
Yes, I’m prone to exaggeration. It isn’t always this bad. Once in a while everything falls into place. But I’m stuck in a middle seat on a 7-hour flight. So I’m grumpy. Er. More grumpy.
Why does this happen over and over?
I could name all the usual suspects: Poor communications, lack of organizational clarity, no sense of vision, no accountability, blah blah blah. But I think it comes down to discipline: We all know what we need to do. Getting everyone to do it every time, day after day is something else entirely.
Consistency is a butt-kicker. Anyone who’s tried to get their teen-ager to carry his damned dishes to the dishwasher and actually put them in after each of his 9 daily meals knows whereof I speak. We repeat the same mistakes, over and over. And over. When it comes to creating great marketing, we’re teenagers.
Somehow, we have to keep the real goal of marketing and advertising front-of-mind, even when deadlines, political squabbles and turf wars drive us all nuts. My solution: A USB-capable work monitor and kidney-puncher. But I’ve been told that’s not practical.
It’s a Twitter-based scrapbook of ads wisdom. You can contribute to and learn from the yummy advertising goodness within by doing 3 simple things:
This may seem like a little thing. But it’s the little things that make projects successful, and marketing great: A little reminder now and then goes a long way. And it’s better than USB-administered corporal punishment. So go contribute your ideas to #advertisingshould.
Ian Lurie is founder and CEO of Portent Inc., an internet marketing agency that has provided internet marketing, including PPC, SEO, social and analytics services, since 1995. Read More