Excellence will cost you time and focus, but will save you from regret and missed opportunities. ~Darryll Stinson
In this information age, the fight for our attention is a warzone — and marketing, is the ammunition.
This means that marketing is no longer something we can put on the bottom of our to-do list. We must become excellent at marketing if we desire to increase our influence.
The first step to winning the marketing war is to gain a clear understanding of the term marketing.
Why? Because the way you handle anything depends upon your understanding of it.
For example: I have a two-year old daughter who loves to touch everything. Mine is her favorite word. Recently she grabbed her white board that I use as a grocery list off a wall in my kitchen. She threw the white board on the ground and started jumping up and down on it until crack. She broke it. She broke it because she didn’t have a clear understanding of what a white board is used for so she ultimately abused it. Yes, abuse. Abuse = abnormal use.
Many people abuse marketing because it is a complex thing to understand. In fact, when I was trying to understand it I found more than 100 definitions of marketing. Here are a few that describe marketing the best:
- Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. ~American Marketing Association
- A) The act or process of selling or purchasing in a market or B) the process or technique of promoting, selling, and distributing a product or service. ~ Webster’s Dictionary
- Marketing is a set of business practices designed to plan for and present an organization’s products or services in ways that build effective customer relationships. – Canadian Marketing Association
The bottom line is everyone has a different definition, which is why it’s so hard to define marketing. Here’s what we know it’s not.
Marketing is not sales: Sales is specifically for persuading and generating revenue
Marketing is not advertising: Advertising is generally about creating awareness
Marketing is not branding: Branding is more who you are. It’s the logos, your fonts, your message, your promise, your essence, etc.
Marketing is not public relations: PR deals more with verbiage and public image.
Marketing includes all these things but is not solely one.
Here is my definition of marketing:
Marketing is a step-by-step, adjustable plan of how to engage your target audience with your product or service. It’s excellence, leadership and innovation combined.
I’ll unpack my definition in later posts, but I wanted to make sure we got step one right.
Now we’re on track to winning the marketing war.
Why is it so hard to change?
People tend to resist new behaviors because they focus on all of what they’ll lose and only some of what they’ll gain. Unfortunately, the reality is that, when it comes to change, people OVERVALUE what they’re losing and UNDERVALUE what they’ll gain. So instead of making changes that we know, in the long-term, will result in a better life, we stick with the comfort of doing what we’ve always known. We make ourselves accept where we are because we don’t want to pay the price to get to where we want to be. We accept poverty because we don’t want to put together a budget. We accept depression because we don’t want to CONSISTENTLY replace our negative thoughts with positive affirmations. We accept the hassle of taking prescription medication because it takes too much effort and energy to exercise and eat healthy foods. We accept a good paying job with benefits that we hate because we don’t want to risk pursuing our passion. Maybe worse of all, we accept a luke-warm relationship with God because we don’t want to pray through fatigue, study through confusion or serve despite a busy schedule.
It’s time to stop accepting the very behaviors and circumstances that leave us empty, broken-hearted and discouraged.
How do you do it?
1. Make up your mind that you’re going to live the life you desire and reach your full potential.
2. Write out exactly what you want as if you already have it.
3. Set goals – review them frequently.
4. Schedule the time you will spend each day/week inentionally working towards your goal with 100% focus.
5. Don’t quit. Don’t quit when it seems like it will take five years instead of five months. Don’t quit when your inner critic tells you that you don’t have what it takes. Don’t quit when you get off track. Don’t quit when it seems like you have more ideas than money or more vision than resources. Whatever you do, don’t quit!
Are you looking to take your marketing or social media to the next level? This presentation will equip you with the tools, strategy, and information necessary to get you from where you are to where you want to be.
“Without a vision, you see the universe. With a vision, the universe sees you.” ~Darryll Stinson
“Greatness is a lot of small things done well” ~ Ray Lewis
Living Forward (Baker Books , 2016)
This is the most life-changing book I have ever read. (Besides the Bible of course). It doesn’t just help with one area of your life, it helps with all areas. I firmly believe self-leadership precedes team leadership. This book is a must-have for leading yourself and living the life you always wanted.
Never plan and do at the same time. Separate the two processes and you’ll be far more productive. ~Jonathan Milligan