As marketers, it’s our burden to take a problem and conquer it. But marketing isn’t a product on a shelf; it cannot be bought as a commodity.

By the time we’re called-on by clients, chances are, sales may be declining and rent may be past due.

Now the client sees value in marketing. They need new business, new faces, new numbers.

As marketers, it’s our responsibility to recognize those leads as an emotional plea. They’re drowning, they need a hand, they need to see progress.

So yes, we’ll absolutely launch a campaign. Yes, we’ll identify outlets that will reach new, viable prospects (not everybody, everywhere). Yes, we’ll find new ways to put your brand in front of new faces.

But no, we can’t force a prospect to purchase. The decision to buy is the customer’s; you can only be ready to impress once they decide to buy.

So how do we solve this perception problem?

We’ll be honest. We’re not miracle workers. We’re hard workers. Diligent. Creative. And strategic.

But marketing isn’t a light-switch.

Marketing is:

– Proactive
– Strategic
– Permission-based
– Competing on quality
– Demonstrating value
– A process
– Building relationships
– Creative
– A differentiator
– Trust-building
– Ever-changing
– Targeted
– Social, listening
– Empowering advocates
– Personal
– A long-term investment
– Surprising

But, marketing is not:

– Reactive
– Impulsive
– Justifying spam
– Competing on price
– Customers pleading with you to ask that they buy
– Transactional
– Cookie-cutter
– Bait-and-switch
– Recycled
– Broadcasting
– Ignoring loyalty
– Generic, one-size-fits-all
– Only triggered when business is bad
– Stale