I read an article during some recent travels that said one of the most in demand skills was the ability to market.
Which makes a ton of sense.
I get while marketing is in constant demand and why the marketing that is offered up in most cases seems to be less effective than ever.
I mean, whenever a conversation about marketing and advertising starts…it typically starts with: oh my god, we do more advertising and marketing, but our results are less and less.
And, I would say that this has been going on for years and years, but for a while the marketing and advertising agencies were able to ride the wave of digital reporting and measuring to do the old, “we can now figure out what is working or not working” wave to another payday without ever coming up with anything that was effective.
Now everyone is up in arms because they felt that the marketing and advertising they were doing in the past wasn’t too effective.
Then they bought into the idea that they could measure the advertising and marketing they were doing through digital tools.
Now, what?
Well, I think that means that we’ve reached into the post-more era of marketing and advertising.
This is the point where more is only more and not better.
Which is awesome and hopefully something that catches on.
That brings me around to today’s topic, which is the fact that for a lot of people strategy basically asks the question: “How can I get more customers?”
Which is a marketing question.
The key thing about the post-more era of marketing means that the magical improvement in your marketing comes from a focus on value, not anything else, but value.
How do you improve someone’s life?
How do you improve their business?
How do you make them more sales?
How do you make them more revenue?
Can your product or service save them time?
When you focus your strategy on communicating that or delivering on that, magically your marketing and advertising gets better.
I’m not sure…its magical!