I am sitting in Starbucks to try to get away from the office and write this post. When I logged into the internet, an interesting article popped up on Starbucks internet home page and within a minute I found myself on Amazon looking at phone cases for my wife’s phone. A couple of notifications on my phone and an actual phone call later and lets just say I was officially distracted.
This is the new reality
I think one of the biggest challenges today in marketing communication is that the possibilities are pretty much endless. You really can do anything. Who is writing the next blog post? Did you get a newsletter out last month? How about doing a podcast? Want to hear my great idea for creating some videos? Should we be buying ads on google? Who has posted on our Facebook page lately? What should we be tweeting? We are drowning in choices and the growing clamor of possibilities is only growing louder.
You’ve got to say no
Instead of feeling like you need to do more, I recommend doing less. My advice is simple, do a few things really well and be consistent. The reality is that the noise that is causing you to try to do everything is affecting those you are trying to reach. They are being hit everywhere and all the time and with increasing volume. When we try to do a little of everything we are really doing a little of nothing. Unless you are doing something well and doing it consistently your chances of being noticed are decreasing.
Take heart
The real winners are always the ones that are plodding along and consistently showing up. Focusing on a few things allows you the opportunity to do it well. In the end you will feel better, require less ibuprofen and, I am confident, get better results.
Jeffery is the Creative Director and Principal of Spire2. He brings marketing expertise from a variety of industries. He excels at understanding clients' corporate objectives, translating them into brand positioning and executing marketing materials that exceed expectations.
