With apologies to Stanley Spudowski, life might be like a mop, but marketing has an entirely different approach. No, it’s not like a box of chocolates either. No, I view marketing more like yard work. Allow me to explain.
If you put your house on the market to sell, you’ve got to have “curb appeal” or the potential buyer will just drive right by. Your home could have crown moulding throughout, Italian marble flooring and custom cabinetry, but if your yard is bad, nobody will care about the inside.
What does your yard say about you? If you don’t care to maintain your yard and keep the front of your house looking good, then chances are, the inside is just as unkept. Of course, there are always exceptions and I lay no claim that anything I say has scientific backing. I speak from experience. At one time, I didn’t care about my yard, never edged, rarely fertilized or killed weeds. I didn’t spend time in the front yard, so I ignored it. I even got an anonymous letter in my mailbox from a ‘concerned’ neighbor. No, I’m not proud of the past issues with my yard. My brother-in-law used to say that he viewed his own yard work as therapy. I never understood that until a few years ago, when I bought gas-powered edgers and mowers. Using electric equipment always left me frustrated having to move the cords around. A lot can be said for having the proper tools for the job.
So, what does this mean and why am I writing about mowing? Well, just today, I realized that yard work is like marketing. How?
First, nobody will care to look at your product unless it is properly presented with slick graphics and great layout. You might as well be selling from the trunk of your car unless you have good presentation. Just like your yard, regardless of what the value of your product, your potential customer will drive right by without ever stopping to see what you have on the inside.
Abraham Lincoln once said, “Given 8 hours to chop down a tree, I would spend the first 6 sharpening my axe.” Think about that. You have to have a plan. There has to be a road map before you start on your journey or you’ll just end up wasting time and money… and you’ll end up lost and beaten.
Launching a social media campaign is a lot like Abe’s tree. Spend your time to understand what you hope to get out of your efforts. Don’t waste your energy swinging a dull axe.
Most importantly, marketing is NEVER done. After I finish my yard, I have about 4 or 5 days to enjoy it until it’s time to start preparing to mow again. The success of a good marketing campaign will propel your business, but you’ve really got to stay committed to your goals. If not, your business will suffer and you’ll end up with nothing but dead grass and weeds.
I hate mowing in 100+ Texas temperatures, but I know that I’ve got to do it. If not me, then I’ve got to outsource it to one of the teams of workers that leave flyers on my front door knob. Either way, it’s got to get done. If you don’t have the right equipment or software, there are plenty of agencies (this one included) that will be glad to assist you.
In summary, look at your own social media campaign and ask yourself if you are fertilizing properly. Do you have weeds? Will a potential buyer want to buy your product or house? Or will they drive by without ever seeing what you have to offer on the inside?
I know that North Dallas Media has arguably one of the most boring websites and we are going to work on that. We use the “plumber always has the leakiest pipes” excuse.