Okay, show of hands.
Who else has heard that marketing is a waste of money and time?
Well, it’s true!
Marketing is a waste of money and time…. if you’re not in sync, in rhythm and attuned to reality.
What you want it to be or what it used to be—is not reality. Instead, reality is: “what really is.” For many businesses owners and traditional marketers, that’s a huge problem, but to you, it’s an opportunity to stand out and differentiate from the competition without apology.
Here are three realities that you must be aware of in-order to not say, marketing is a waste of money and time.
1. Be aware of the reality that we live in a media-rich era—there’s too much noise, too many choices and too much clutter. Your prospects are constantly being hit with spam, with enticing offers, with cut-rate and cut-throat pricing, and with innovative products and services, pop-up ads, over 500 cable channels, more movies, blinking Web banners, more news sites, blogs, and, of course, Facebook, Twitter, and LinkedIn and dozens of other interruptions.
You’re not marketing in a vacuum, but in a world where many factors, other than your own hopes and dreams, are influencing the way your prospects will take action.
2. Be aware of the reality that technology plays an indispensable role in attracting and serving customers. If you’re not keeping up, you’re probably falling behind. If you’re not embracing current technology that allows you to give holy smokes, wow, and remarkable service and experiences, your competitors may be using it to wow and amaze away your customers.
3. Be aware of the reality that time is not money but life. More and more prospects want more time (life), not money. So you must do all you can not to waste that time. Most of all, become aware of your prospects priorities. Often, the top priority is maximizing profits, but that’s not always the case. That’s why you learn all you can about what’s important and not important to your prospects and customers.
Question: How are you going to keep up with reality?
About the Author: Patrick McFadden is a marketing consultant that helps SMBs navigate the most effective ways to attract and keep customers. He is also an advisor and featured marketing contributor to American Express Open Forum and has been named a marketing thought leader for small businesses.