Marketing that Goes Beyond the Expected
Marketing that goes beyond the expected is much easier than marketing done by the textbook and here is why.
Sep 6, 2024
Thoughts
4 min
Many managers say, ‘It’s the marketer’s job to know to whom, for how much, and where to sell.’ I think they’re slightly wrong. Our job is to figure that out.
The Power of Asking and Listening
In an era of rapid information exchange and AI-generated content, it’s easy to overlook the simplest method of gaining insight: ask. Engaging directly with your audience, clients, or team members can present invaluable perspectives that no textbook can offer.
Prioritizing others’ knowledge over your own is crucial. You know what you know but won’t know what others know until you hear them out. This approach enriches your understanding and uncovers nuances that standardized methods will miss.
By listening to people’s problems, views, and perceived benefits, you build a robust database of insights that inform more effective marketing strategies and do marketing that will stand out sooner or later.
This combines well with the fact that you will eventually seek the knowledge or a method online or elsewhere, but rather than having a blank template for something you can already fill it with meaningful information.
Seeking Hints Rather Than Ready-Made Answers
Expecting polished, ready-to-implement solutions from others is unrealistic. Instead, view every piece of feedback or information as a hint toward the right direction. For example, if someone mentions they use specific technology for client projects, dive deeper:
• How does this technology work specifically?
• Why do you prefer this technology over another?
• How does it benefit the client?
The list goes on …
These probing questions allow you to gather essential details that can be molded into a compelling marketing communication. This exploratory process is often more meaningful than creating dry messages from nothing.
This highlights the key points of expecting hints rather than full solutions and how probing deeper leads to stronger, more engaging marketing messages.
Embracing “Way Too Much Is Enough”
Going beyond the expected often means accumulating more information than you think you need. While textbooks provide guidelines, real-world scenarios demand a deeper dive. Gathering extensive insights creates room for creativity and authenticity—key components of effective marketing.
Be cautious, though. There’s a difference between comprehensive understanding and information overload. The goal is to collect enough data to make informed decisions without becoming paralyzed by excess details. This balance is easier to achieve when you’re not confined to textbook limitations.
Early and Frequent Reviews
Confidence in your marketing ideas will grow when you’re open to early feedback. Don’t hesitate to ask others:
Is this idea viable?
What potential challenges do you see?
How can it be improved?
Textbooks often suggest a linear process, but real-world marketing is iterative. By seeking feedback sooner than you normally would, you can adjust your strategies before investing too much time or resources. This proactive approach simplifies the marketing process by identifying pitfalls early and fostering collaborative support.
***
Conclusion
Stepping beyond textbook marketing isn’t just about being different—it’s about embracing methods that make the process easier and more effective. By asking questions, seeking hints, embracing comprehensive understanding, and inviting early feedback, you simplify your marketing efforts while achieving better results. So, dare to go beyond the expected; it’s easier than you think.
