Recently I was speaking at an event, and somebody asked me afterwards, “Well, tell me, Jay, what companies like ours are using these same marketing tactics? Show me evidence that other companies like ours are doing this.”
That’s the wrong question. If you always seek inspiration from your competitive set, if you always need to look at a case study to prove that this works, if you always need to see what the average data is to make sure that you know what your own benchmark is, you are asking the wrong question.
Instead of needing to know that somebody else has done it, instead of giving yourself the air cover that only comes from knowing that somebody else in your competitive set has tried the same thing, why don’t you instead ask this question?
“What would our customers genuinely love?”
Ask yourself what kind of marketing you can create that people would absolutely want to receive instead of just tolerate. That’s the right question you should be asking, because…
If all you care about is averages, you’ll never be anything other than an average marketer. (tweet this)
Sprout Social Shoutout
Today’s Sprout Social Shoutout is for my friend Mack Collier. Mack is a terrific social media thought leader, author of a book called “Think Like a Rock Star,” which really helps you go through this same process of asking what would your customers really love and treat your customers and fans the same way that rock stars treat their fans. Great lessons in that book. I really recommend it. You should definitely be following Mack in social media.
This video is from Jay Today is my near-daily 3-minute video where I talk about social media, content marketing, business and life. JayToday is available on Youtube, iTunes (as a video podcast, and now as an audio podcast too), and at JayToday.tv. The show is sponsored by Sprout Social (which I use for my social media), and Candidio (a great video editing service).
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