Silverpop has a free electronic essay, “The Best Marketing Advice I Ever Received, and the Best I Ever Gave: 5 Experts Share Their Wisdom.” I like the counsel, so I’m passing it on.
1. Consider Your Audience First, Then Manage Your Brand’s Place Within. This is from Scott Monty, global digital & multimedia communications manager for Ford Motor Company. As you’d expect, I’m a big fan of this advice. Says Monty: “If you wish to persuade me, you must think my thoughts, feel my feelings and speak my words… Even though tools and technology and the medium may change very quickly, fundamentally, human nature stays the same.”
2. Do Your Own Thing, Then Do It Simply and Really Well. That concept comes from Andrew Kordek, co-founder and chief strategist for Trendline Interactive. He warns against “digital ADD,” saying, “When you think you have to do everything everyone else is doing, you complicate things, rush things and don’t do them correctly or with any thought process behind it.” Good advice.
3. The Zany Bird Gets the Worm, but It Must Work Hard to Earn its Audience. This is the advice of Peter Shankman, marketing consultant, author and founder of Help A Reporter Out. He says not to worry about what people might think when you have a crazy idea. “If they don’t like it, they’ll say so and you’ll start over, but more times than not, they’ll be intrigued and willing to run with it, and it will work.” But, that said, don’t forget restraint and even decorum. “Having an audience is a privilege and not a right. It’s like wearing Spandex,” he says.
4. Get to It Already, but Put the Brakes on the Hard Sell, says M.H. (Mac) McIntosh, founding partner at Acquire B2B and CEO of marketing and consulting firm Mac McIntosh Inc. Get to the point in your outreach with the what, who and why. At the same time, stop selling and instead, help your customers buy. Or in our world, help donors give.
5. When It Comes to Your Site, It’s About Usability, Usability, Usability. That’s from Bert DuMars, vice president of digital marketing and e-commerce at Newell Rubbermaid. “Pretty is as pretty does” he notes. It doesn’t matter how attractive, slick or sophisticated a site is if it isn’t user-friendly and functional. Amen to that. I’ve seen fantastic nonprofit websites that aren’t slick but are wholly effective.
What’s the best piece of marketing advice you ever got?