I like sarcasm. I do! And, that is the reason that I enjoyed the post by Bruce Allen's and his blog Marketing Catalyst of the same title. Like the book by Ben Stein entitled How To Ruin Your Life, this article tries to make points by demonstrating what you can do to intentionally destroy your practice. Allen's points are well taken, however. They are:
See the Herd, Be the Herd:
Making choices that feel good and natural could
mean you’re creating vanilla programs that look, taste, and feel like
your competition.
Have Marketing Report to Sales Leadership: Marketing is not
sales.
What Happens in Marketing Stays in Marketing:
Are you isolating your marketing people and making sure everyone else in the
firm knows that only marketing people deal with marketing stuff.
Fads are Fun:
Strategy needs to be nudged as it matures and
takes shape, not slapped around and beaten with your new, new stick.
Market from Afar: Marketers need to know the street scene and participate actively in the
community they are marketing too.
Make Competition Your Highest Priority:
Defensive firms do not
grow. They just survive.
Keep Secrets: Knowledge is power; but there is no power in keeping knowledge to ourselves.
Seek Perfection: Use
exhaustive approval procedures; allow no action without committee
approval.
Speak At Your Audience:
The certainty that you already know what others think, need, or want is
extremely useful in marketing failure.
Relax, You're Ahead:
It’s hard to get to the front of the herd. Take a break.
There is a lot of useful information in Allen's post for the solo practitioner, the Third Waver, and you should study his post carefully.
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