It’s astonishing all the people I meet who view marketing as ‘one and done.’ Probably from watching too many Ronco Chicken Rotissery infomercials on late night TV. Do you remember Ron Popeil (he also created the pocket fisherman)?
He made everything seem so easy.
Ron Popeil: “And, if you followed all the instructional materials, you can…”
Audience: “…Set it and forget it!”
If only it were so easy. You can’t equate cooking chicken with doing great marketing.
Marketing Is Not A One-Time Event
The one-and-done myth is perpetuated by consultants who go for the easy sale, and fail to educate their clients about everything that’s required to create success.
The purpose of business, as Peter Drucker famously said: “is to create and keep a customer.”
There are certainly aspects of marketing that are one-time investments. But if you want to create and keep customers, and you want to grow your customer base, it’s got to be part of an ongoing process.
Marketing’s Easy, Right?
Perhaps Seth Godin lays it out best with the post: “Marketing In Four Steps,” which I will attempt to summarize even further here:
- Create something worth talking about
- Deliver it in a way that really helps people
- Tell your story to the right people in the right way, so they become customers, and
- Show up consistently day after day to get feedback, refine it, and make it grow
As Seth says, the last step is the one that’s most overlooked. This is the step that’s the most important—the one that requires an investment of your heart and soul.
This is the step where we get the opportunity to listen to our customers. And learn what we need to do to deliver value to make them happy.
Customers come back when we make them happy. It requires a huge investment in time and caring to show up day after day, to sweat the details, and make things work.
Each of these ingredients is important. Flub one, and the whole thing suffers.
The most important ingredient in marketing is the fourth one, an investment in time and caring.
Do you agree / disagree? What do you think’s the most important ingredient?