Marketing Is… Intentional, not Magical.

On the phone with a client a few months back who was worried about including a fifth testimonial onto a direct mail postcard. There were already four testimonials on the card which was about three too many for me.

The concern was the testimonial had something really good to say about the practice and could be “the one” that makes people respond.

There’s two problems:

1. When most companies start to talk about marketing, it’s usually too late.

They only talk about it when they need it and at that point they are already behind. And then everything starts to have a desperation about it. Marketing is intentional. It takes time and thought and long-term strategy.

2. Marketing is not magical.

Just because you market, doesn’t mean your problems will be solved. And throwing money at a problem doesn’t usually find a solution.

The quick fixes just don’t work…and we should know that by now.

Marketing must be long-term, strategic and well thought out.

This entry was posted on Monday, March 10th, 2008 at 11:35 am and is filed under Marketing & Design. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.