February 9, 2017

The ‘truth’ about marketing

In a modest, reserved, British way, I’m going to reveal the truth about marketing today. Unfortunately, it’s a truth most people don’t want to hear.

The truth about marketing is this.

Marketing is an increasingly complex, technical subject. The number of ways to market your business is mind-boggling. Marketing is not a one-man job. You need the right people in the right roles if you want good results.

Long-time readers will know I’m an AdWords guy at heart. My first real business was managing Google AdWords campaigns. I’m still a Google Partner, and consult on AdWords with a few clients.

I got out of the AdWords management business because I didn’t want to scale what I was doing, and came to believe it wasn’t my highest value skill. If a large number of people can also do what you do, why do it?

I spent yesterday in Solihull with a client. It’s the first project I’ve worked on in a long time where all the roles are filled by the right people. We have a product expert. We have a systems expert. We have a copywriter (me). And we have two paid traffic experts on the team.

Notably, the two paid traffic experts do not include me, which is the entire point.

Yes, I could manage the AdWords. Yes, I could set up a Facebook ads campaign. Yes, I could do the system implementation in Infusionsoft. Technically I’m an expert in all of those things. But crucially, other people on the team can do those things better than I can. And none of those people can do the copywriting.

As an experience, it’s been night and day compared to projects where I’ve done everything myself.

All modesty aside, I think I’m pretty good at what I do. I’m a shoddy business owner, but I’m an excellent marketing technician. But marketing is a huge subject, and there are very real limits on what anyone can achieve alone.

So here’s the question for you. Are you trying to do too many things that other people could be doing?

Are you really playing to your strengths?

Like, really playing to them?

Are you 100% clear what your strengths actually are?

It can be liberating to work solo on your own marketing. Working alone, your opinion is the only one that matters. It’s the best way to get going with something, but it’s not a viable long-term solution.

The truth about marketing is you have to play to your strengths, and get people around you in the right roles. If you don’t know what your strengths are, you’ll be endlessly frustrated by shiny marketing objects.

I explain what I think the marketing roles are in my book The Marketing Nurture System. If you need a copy, it’s available here.

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.