STOP! WAIT! DO NOT WALK FORWARD. I have been keeping a NOT TO DO LIST for a long time as a reminder of things NOT TO DO. Everybody has a to-do list. I keep a reminder list of stuff to avoid.
My NOT TO DO LIST helps me stay focused, step over some traps, and remind me of what marketing activities will never work.
It is like that great movie MEMENTO when the protagonist (Guy Pearce) can’t remember what he just did so he writes everything down on his hand or takes a Polaroid. My NOT TO DO LIST reminds me of my past mistakes.
During most weeks, I’ll glance at my list for a nice little ‘kick in the pants” reminder to help keep me heading in the right direction and focused on efforts that bring maximum value to my clients.
Jeff’s Not To Do List
Don’t ever promise a commercial-free event and then try and sell stuff. If you offer to help, just help, don’t try, and sell.
Don’t talk more than the customer. Make sure that 80% of what you say is a question. Then shut up and just listen.
Don’t confuse advertising for marketing or branding. They are first-cousins but not substitutes for each other.
Don’t make things complicated – find a simpler solution.
Don’t expect my priorities to be someone else’s priorities. It doesn’t work that way. Be patient, don’t rush the process.
Don’t give people too much information at one time. It’s hard enough for people to retain a few key messages. Refine your message to a few key points. Then repeat them.
Don’t lose patience with slow-acting customers. Find reasons to stay in touch but allow them to arrive at decisions at their own pace. It is easier to move projects forward when clients are ready.
Don’t put together marketing materials for customers that you wouldn’t want to read. If you are bored reading it, so will the customer.
Don’t annoy people with emails that they don’t care about, without a clear call to action, or that they haven’t given you permission to send. Be sensitive to how frequently you send to them too.
Don’t expect that everyone at a meeting is at the same starting point with information about your company, your visit, your topic, or anything else. Give a quick summary at the beginning of the meeting to make certain everyone is on the same page.
Don’t put more than one sentence with more than seven words on a PowerPoint slide. You want people listening to you not reading words on a page.
Don’t use headings on PowerPoint slides, instead use headlines. It helps your audience remember the narrative you want them to remember.
Don’t let a difficult person ruin your day. Acknowledge the problem, take a deep breath, and move on. Own your mood.
Don’t resist someone else’s strategy or concept outright without letting it marinate a little while. You might be a bit too close to the situation. It is okay to say, let me give your idea some thought and I’ll get back to you.
Lessons Learned
This is just a sample from my NOT TO DO LIST. I like a regular reminder of mistakes I don’t want to keep repeating. It is a form of continuous improvement. By writing it down, it helps reinforce the lesson and serves as a handy reminder of things to avoid.
What’s on your marketing list of things you don’t want to do?
You can set up a time to chat with me about your marketing challenges using my calendar. Email me jeffslater@themarketingsage.com Call me. 919 720 0995. The conversation is free, and we can explore if working together makes sense. Watch a short video about working with me.
Photo by Kai Pilger on Unsplash
