There is just too much static…so just ignore it.
In the world of marketing and advertising there always seems to be something new, something better and something you just HAVE to use. After 17 years of watching, living and experiencing this, I have come to a solid conclusion—no.
No I don’t have to use the newest, latest or most revolutionary thing out there to be successful. In fact it is just the opposite. The most successful marketing and advertising campaigns use the oldest techniques.
I have developed a term for all the overnight newbies, MSTI or Marketing Static To Ignore. Running a business is hard enough without worrying about all the static that surrounds it. Focus on your core and listen to your gut. You are in business for a reason and that reason isn’t to get lost in the black and white fuzz, it is to succeed and provide for your family.
Listening to your gut will 9 times out of 10 put you right where YOU need to be.
Example; three years ago FaceBook and business became the buzz. For many it was a new way to reach people. Article after article was written about how you MUST be on FaceBook if you owned a business. Well many business owners had no idea what to do on FaceBook and I can guarantee that ‘guts’ were telling them not to even get on—yet.
Some listened and some didn’t. Those that first went online with FaceBook spent energy ( and a lot of it ) learning how to use it, learning what to do and how to make it effective. This energy took them away from their core and cost hundreds or thousands. Not even the ‘professionals’ knew what to really do with FaceBook. So now three years later FaceBook has changed, nearly 500 million people use it and starting last year ( end of last year ) we learned just how to use FaceBook with Business.
FaceBook proved it could stand the test of time. It proved that it ‘could’ work. So now it is no longer static. It is a proven method of communication and now it will not take you away from your core, it will enhance it. What about those that adopted it early, do they have a leg up? No they don’t. Why? They just learned how to use it and now you just have to follow, perfect and succeed. This is only one example; an honest one that will get a lot of flack.
So my point? My point is that things will come and go and as a business owner you need to stay focused and let things mature. Right now there are so many ‘start up’ social projects, FourSquare, DeHood, Yelp, Ning and the list goes on and on. Notice these, but don’t focus on them. Remember all the technology in the world will never replace a warm hand shake and a smiling face. When it does, this professional will retire and plant some trees.
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Interesting post. The last statement is golden so I’m sure you won’t be planting trees anytime soon or in the future. Unless you’re doing a service project. ha ha.
One thought I always have when it comes to trying out new forms of communication (social networks) is to get creative with it. I think companies can take the risk by hiring an intern and have them invest their time so the company doesn’t have to. The intern then gets to learn a new skill so if that technology takes off he’s ahead of the game. If it doesn’t, well the company didn’t spend much money or time and the intern still got something out of it.
I’ve had that experience and have learned so much. Though I made sure I was a paid intern. ha ha.
Anthony,
Very true. Interns can be a great way to keep your focus, but you still have dangers in using too much static. If things are ‘ok’ the natural cycle of business will flush them out. If things are ‘good’ you can find ways to use them, it is when things become ‘great’ that they are no longer static and are worth whatever resources you need to throw at them to make them work with your business model. The point of this article was to remind people that just because it is there doesn’t mean it should be used. Give it some time, watch it and let the bugs get worked out. AKA let the nerds do what they do and then jump on board.
Very well said Mr. Chapman. That can apply to many areas of life not just marketing.
Tracie,
Very true!