Sometimes the best way to learn something is to bang your head against a problem until it hurts. It’s not fun and you’ll probably look stupid, but you’ll never forget the lesson. Kind of like Homer Simpson (but hopefully smarter). Doh!
Here are a few marketing truths I’ve learned the hard way–by banging my head on them repeatedly over the years:
1. Marketing is simple. Simple is hard.
2. Testing and metrics can lead you down the wrong path.
3. Marketing is a series of trials and experiments to see what works now, with a certain group, under specific circumstances. One size does not fit all. Unless it does.
4. Marketing is not linear, it’s exponential.
5. Marketing is messy. Human beings are messier.
6. It doesn’t matter if it “doesn’t speak to you”. You’re an insider, dummy. Shut up and figure out what those on the outside respond to.
7. Simple is always better. Always.
8. Ignore David Ogilvy at your peril. He was brilliant in 1950 and he’ll teach you almost everything you need to know about marketing today.
9. Talent is great, but craft will save your ass.
10. For humans, visual information trumps all other senses. Your prospects are human. Develop your message accordingly.
11. If your strategy is to send out an email “blast”, you don’t get it.
12. Abraham Maslow knew what we all need.
13. We’re less rational and more emotional than we think.
14. Every. Word. Counts.
15. Marketing is simple. Simple is hard. Do it anyway.
Have some hard truths of your own to add? Share them in the comments.
