Have you ever noticed how some people just can’t help themselves and love to complicate things?
Like when you ask a professional or consultant to explain in more detail exactly what it is they do for their clients? Suddenly you’re transported to another planet listening to some kind of foreign language.
But we shouldn’t just single out our professional colleagues in this exercise.
What about the modern day motor mechanic? Suddenly it’s all catalytic converters and air injection and other adjectives that sound like they belong in a masters doctorate rather than a garage.
So while almost anyone can complicate anything it takes real brains to simplify issues.
Take marketing for instance. Now there’s a subject that is normally associated with boffins and high-tech marketing-babble.
Open any textbook (or better still engage almost any marketing consultant) and you’ll hear them all; psychographics, demographics, macromedia and micromedia. Above the line, below the line and through the line. DM, DR, CRM, FMCG, 4 P’s, 7P’s and monopolies. Quant and qual, reach and frequency and on and on it goes.
Perhaps more than most aspects of business, marketing certainly suffers from over complication.
That also may explain why so many growing businesses remain cynical of marketing and, even though they believe they should be using it, avoid it due to its confusion and complexity.
But it needn’t be.
At BrandQuest believe it comes down to finding the answer to six fundamental questions.
- What you need to say
- Who you need to say it to
- How you should say it
- What makes you different
- How you do what you say
- When to say it for maximum effect
The answers to these six questions become the basis for a robust marketing strategy that will guide your marketing success and business growth.