Sometime in the mid 1900’s, Steuart Henderson Britt is noted for first making the statement,
“Doing business without advertising is like winking at a girl in the dark. You know what you are doing but nobody else does.”
While this is a fun and cute image to see in our minds eye, it is also a profound truth in business.
Think About It
How many times do we or someone we know have a fantastic product or service and rely on friends, a website, or “word of mouth” to let the world know?
Now while I’ll be the first to admit that these methods are in fact the most tried and true ways of slowly but surely growing an organization, the big question is, in today’s highly saturated and technologically advanced worldwide marketplace do you really have the time and resources to wait for that type of organic growth?
Furthermore, with hundreds if not thousands of competitors shouting at your customers everyday trying to win their business, how is someone going to hear your voice among the noise even if your product or service is the best?
Truth be told, it is unfortunately not the best product or service that makes a company number one any more. It’s not the most helpful and life applicable book that becomes number one on the New York Times best seller list. It’s not the most qualified and responsible person who gets the job or promotion. And it is certainly not the most honorable and moral person who is elected to a public office any more.
Whether we like it or not, the people, places, and things that society perceives as ‘the best’ these days are typically not. They are simply the best marketed ones.
A Decision We Must Make
Right or wrong, armed with this sad but true knowledge, we now face a major decision in our organizations.
A) Keep doing what we’ve always done in regards to business and hope for different results (a.k.a. Insanity)
B) Give up, close our doors, and be a slave to the government (NEVER! We should rather die first as patriots to our country)
C) Adapt & Overcome (Hint: Pick C, Pick C!)
So, which path do you choose?
Really? I choose ‘C’ too! Great minds think alike! 🙂
Marketing Your Way to Success
Ok, so now that we both chose to Adapt & Overcome, we are saying that we are committed to figuring out the system, mastering it, and one-upping the competition with not only fancy marketing, but also the best product, service, and quality on the market today. Now what?
Well, now we get to go and have some fun. Yes, serious fun- we get to Market!
To me, Marketing and Sales is the most interesting and exciting aspect of business because it is the connection between us and the customer on deep level. This is where all of the Demographics, Psychographics, and all of the other -graphics come into play.
In today’s ultra competitive business environment, we not only have to stand out in a very crowded room as one of the best options, values, and product or service, but in almost a moments time differentiate ourselves from the rest of the pack, establish trust and rapport, and show the end user why they should even give us the opportunity to be heard. It’s quite the invigorating challenge and well worth the effort. As Marketing and Sales professionals, we not only have the privilege of making money through our adventures, but more importantly, we make friends; life-long ones at that if we are doing it right- with integrity!
Now if you are sitting there right now cringing on the inside when I talk about Marketing & Sales, you have one of three choices to make:
- Either get over your Marketing phobia(s) and determine to become a marketing master in your field.
- Hire someone full-time to do it for you internally. Or,
- Outsource Marketing to a qualified team so that you can focus on what you love to do and are good at.
Like Britt says, “Doing business without advertising (Marketing) is like winking at a girl in the dark. You know what you are doing but nobody else does.”
Meaning, you need to get out there with your organizations message/product/service and be seen or you are just wasting time, opportunity, and energy.
Telling yourself how good you are in the dark isn’t helping your bottom-line. Relying on others to spread your value only goes so far and so fast. Investing in the best website in the world is only effective if people know it’s there and find it when they search for want they need or want.
So take some time today and consider this BIG and important question:
Which route are you going to take yourself and your organization in the future? Are you going to Be the Marketing Giant or hire one?
After you decide which path is right for you, check out Part 2 of this series, Winking at a Girl in the Dark, for more information on how to Market your way to the Top!
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