Well so-and-so is doing this, shouldn’t I? I hear this a lot. Everything from ABC company wrote a blog on this topic to XYZ company’s website has this – shouldn’t we do the same.
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Just because someone else – or a bunch of someone else’s (is that even grammatically correct?) is doing something that doesn’t mean it’s working. Plus – do you really want to be like everyone else? Where is your unique value prop if you are just like ABC and/or XYZ company?
Let’s back up.
Every piece of content you put out there should have purpose. Meaning it should serve YOUR purpose. It should serve your WHY (go read Simon Sinek’s book –Start with WHY. Go ahead – buy it now, read it tonight) What may serve someone else’s purpose may not serve yours.
It’s ok to be different, in fact we encourage you to be different. Will some folks in your industry raise an eyebrow and say, “What are they thinking?” – perhaps. But isn’t that what people said about Walt Disney, Einstein and Henry Ford? Yes, the masses thought these three were off their proverbial rockers.
When it comes to marketing – dare to be different. That doesn’t mean you shouldn’t test your copy, do some market research. We all know some big marketing fails – where people tried to be innovators and it was just a nasty mess. Here’s some epic ones if you want a good chuckle – or perhaps you’ll just cringe and feel bad for the CMO or Marketing firm that got fired. There needs to be some filter – and some testing! Most of these fails weren’t really market tested – well that’s my gut. If they were, the obvious would have slapped them in the face.
Take baby steps. Maybe it’s doing weekly emails vs. monthly. Or diving into Instagram Live or being really transparent about your team and what happens behind the scenes! Innovate! Trust me – marketing is all about getting noticed. Innovators get noticed. Test it out – if it’s working, expand upon it. If it isn’t – pull back.
Wash. Rinse. Repeat.
How do we know it’s ok to innovate? We kind of live that model here at the Red Barn. We are always trying new stuff. What’s the worst that could happen? We need a do-over? Our goal is to tell our client’s stories, to make them stand out from their competition. We have to innovate or else we can’t accomplish our goal. We may follow some best practices – like having processes and procedures, following what Google wants today – but the rest is always a new idea and a new day!
Hogwash ABC and XYZ company – we’re doing it our way and we won’t end up on the top marketing fails list in the process!