I have put together 7 warning signs you should be on the lookout for to ensure you’re not over-enamored with your marketing and advertising campaigns.
Here’s the list:
1. Your Marketing is Brilliant
There have been times (in fact, it’s quite often) where I
have felt an upcoming marketing campaign is absolute, 100%, FDA-Approved brilliant. Simply because it falls under the parameters of being unique or engaging.
When I feel that way, sometimes (most of the time) it turns out that marketing effort isn’t as brilliant as I thought it was. And all I’m doing is a simple ploy to get attention.
A ploy that could end up being very costly later.
2. Your Marketing is Cool
In the business world, popularity can be a double-edge sword.
People might consider you fun to be around, but they may not see you as THE solution to their problems. Which I am assuming is the goal of your business.
Building your brand around being “cool” in direct response is not that good of an idea. You can have a personality, yes… but let that work in the background.
At the front should be your talents and offerings. Being cool might open the door to the party for you, but it won’t grant you the access you want.
3. You’re Brainstorming While Being Drunk or High
Alcohol and marijuana can be the best friends of many creative types. I stay away from then when I’m doing business, but maybe that’s just me.
We can argue all day about whether it really helps or not. But there’s one thing for certain about consuming beer or pot – both can impair your judgment on whether you’ve produced something worth attaching to your brand.
4. You’re Overly Excited
A major mistake a lot of businesspeople make is to get overly hyped about their stuff. They think “If I like it, others will like it!” But the problem is that unless you are a consumer of your offers, what you like will not exactly be what your market wants.
When you start thinking of yourself as a prospect, instead of thinking of your actual prospects, you can make a lot of ego-driven decisions. And you start focusing on what makes you great, instead of what will make your prospects’ lives better.
If you are mega-pumped about an upcoming campaign… take a second to analyze what it is about. And make sure you are highlighting its benefits to the would-be client instead of your achievements.
5. You Can’t Wait for the Feedback
Comments like, “I can’t wait to see how people react to this”
and, “This should get people talking” are surefire indicators that you’ve produced something risky.
And unless you are in the entertainment world, much direct-response business doesn’t need to be risky to succeed. They need to be effective -that’s what will get heads turned.
You could be bold, but you need to watch that line and make sure you don’t end up being brash.
6. You’re Going Against Your Beliefs
Authenticity is a bigger deal than it has ever been. And people can easily see now through BS.
Don’t try to go out and be something you are not. People will see right through you and isolate you. Pulling wool over your market’s eyes could lead to the end of your firm and your career.
7. You Hesitate Before You Launch
If you’re hesitating for a moment before putting a marketing campaign out for the world to see, then you’ve produced something that you know is risky.
And like I said before – risky is not a path you want to take willingly in the B2B service world.
You should probably hold off and figure out what’s bothering you about the campaign before launching. Look for someone with expertise to point out what will surefire work, and what might put you in a tight spot.
But do not launch until you are 100% sure you marketing campaigns are representing your brand accordingly.
Pay attention to the B2B marketing warning signs now. Your
career will thank you later.