A Jumbo-Sized Truth

A JUMBO-SIZED TRUTH
434 Words – Less than 2 minutes to read

When I speak to groups, I like to ask a question. I ask, “What is marketing?” Immediately, I’ll hear “advertising,” “promotion” and “sales”. The product guy adds “packaging” and an eager front-rower will say, “your brand.” The skeptic on the left shakes his head. “No,” he says, “it’s every message you send to clients and prospects.” The audience gasps at the implications. “Good,” I say, and they nod, pleased. “What else?” They look confused. Front-rower speaks timidly: “There’s more?” I look at their innocent faces, judging whether they’re ready for this jumbo-sized truth. I decide they are, and let it fly: “Marketing is everything you do, and everything you don’t do.” Everyone freezes for a moment. When time starts again, skeptical guy’s ecstatic, front-rower’s eyebrows knit worriedly, and some sweet old lady in the back lets out a four-letter word. This changes things. For too long, we’ve thought of marketing as something separate, an add-on or cover up or costume. The trouble with that thought is that marketing never happens in a vacuum. If your advertisements were all your customers knew of you, then fine, focus only on ads. But, your customers also see your product quality, your company blogs, and the event you sponsor. The image they have of your company is built on ALL the information they get about you: your business cards, what you play when they’re on hold, even your job postings on Monster and how politely your delivery guys drive your trucks. If you’re not getting the response you want from prospects and clients, ask yourself these three questions:

 In everything we do, and everything we don’t do, are we:

  1. Getting the word out? If no one is watching everything you do, and everything you don’t do, focus on engaging your audience.
  2. Telling a consistent story? Your story should be evident in everything you do, and everything you don’t do. Your story should be like a cold: so pervasive that your customers catch it just by being near you, and pass it on to people they come in contact with. Spend some time clearly defining a story that is relevant, compelling and persuasive to your customers and prospects.
  3. Believable? To be credible, your actions and communications must line up with each other and be consistent over time. Is everything you do, and everything you don’t do consistent with what you tell your audience? Make sure your behavior and your message are aligned so your prospects and clients believe you.

So, marketing is everything—and that’s a jumbo-sized truth even front-rower is ready for.

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