I don’t believe in being an expert. I believe in becoming a Leader.
Many websites look like online CVs. You don’t want that – any high school student can do that. I built my first website when I was 16. I wasn’t even an expert, just some kid playing with HTML code under my Mum’s house. Today I reckon the average 12 year old could surpass my effort on their Mum’s iPad.
You need something more sophisticated than an online CV.
I believe, and have always believed that marketing is a philosophy rather than a practice. It’s a deeply held desire to find your competitive edge, your ideal client, and then craft a compelling message which connects those two things.
It spans multiple disciplines and calls on diverse skill sets. Marketers should be like swiss army knives to lost campers. They must be able to open cans, but they must be inventive as well. A can opener is no good when you need to change a tyre, light a fire or kill the fish you caught.
Those assorted blades though can replace most of your top kitchen drawer, and don’t require a dishwasher to clean up.
In the same way marketers must be inventive, tenacious and disciplined. There must be clear strategic thinking and the ability to deliver in line with specific client goals.
They must be swiss army knives to lost campers.
They must deliver:
- a Plan
- a Platform
- a Promotional strategy
Each of these should be executed via:
- a Campaign
- based on valuable Content
- designed to Convert interest into clients.
I’ve summarised this below…
Notice how those three deliverables (Plan, Promotion & Platform) overlap? Each overlap contains a strategy and a specific, measurable objective. (Convert, Content, Campaign)
When those three outer circle are working in your business, you achieve influence. You are seen as an authority. You become a Leader.