Top Ten Tips for 2002 The watchword for 2002 is "relevance." The more irrelevant an ad, newsletter, sales pitch or phone call is, the faster it will be dismissed. We have become a global culture of severe editors. If one doesn't edit deftly with a scalpel, he/she will drown in a sea of overwhelming and suffocating info-glut. Here are my top tips to move forward in a sea of too much information: 1. Hone your own pitch (for yourself or your company) so the skeptical and forbidding listener will listen closely to your every word. 2. Ask yourself what relevant information you can easily provide to prospects for free in order to open up some dialogue with them. This is the age of content marketing. 3. If you didn't write your ads, would you read them? 4. If you didn't write your own press releases, would you read them? 5. List three things you can learn from your arch rival. 6. Ask yourself how many skill sets you learned and adopted last year and how many you plan on adopting this year. In short, don't mentally retire. 7. Is your product or service so compelling that even you would buy it? Why? More and more, marketers are marketing products and services to audiences that are very much like themselves. If they're not, something's probably wrong. 8. Do you use it yourself? Do you use wireless advertising, rich media, streaming media, interactive TV, or any other new-fangled technology? If not, think twice about investing in, working for, or taking on accounts of such. 9. Look for the obvious that everyone overlooks: little old email marketing is an excellent example. It's now coming into its own. But for years, everyone took it for granted while proclaiming the new age of hyper-broadband or some other such concept that never did and never will take place in the way we think it will. 10. "How does this serve me?" is the question to keep in one's mind when reading email newsletters, websites, what's left of trade magazines, etc. |
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