I have heard percentages of marketing efforts that do not work. I have witnessed those statistics enough to reach the top of my throat, and to declare that most marketing is little more than miserable failure, like the last squeak of a mouse in a trap. In fact, if you held my job for a day or two, you could even taste it like bad acid reflux. It is really true though, that most marketing falls on deaf ears, and the masses are immune to it. This is largely because these days, anybody with a computer and an Internet connection can bill themselves as an expert marketer. The barrier of entry no longer requires aptitude, experience, or even desire for anything other than somebody else’s money.
The odds of a marketer to recognize the root of our field as helping others with respect, dignity, and a desire to serve them has diminished to a point that skepticism is allowed to take over as a prevalent factor. This means that trust … hard-earned and well-deserved trust is due for a resurgence. A recall to the very root of the word “sell” is what it takes to be really great in a marketplace. If you have not learned this from your marketing pedigree just yet, the word “sell”, in this context, owes its origin to the Norwegian word “selje”. The literal translation is “to serve”, and that still means a lot to some of us.
The job of a professional marketer is to figure out that tiny fraction which does work. What we do is to serve our clients in a way which reflects our desire to benefit more than only ourselves, and to serve others at our highest capabilities. It means that a great marketer must look beyond the benefit of a few bucks today and understand the greater benefit of tomorrow.
A Happy Marketing Success Story
As the economy spooks many companies into bankruptcy and executive fears of failed marketing reach the brim of my digestive system and invoke my gag reflex, I want to tell you a success story. Yes, amongst all of the corporate scaremongering and enterprise torment, there really is success in the mix. This story is a real one, and if it is what I believe it is, it exemplifies success in the hardest market ever, which is to find personal and professional satisfaction.
There is a company, a tried and true success in their marketplace, who picked up the mouse and found me. They searched for what I do, they took time to read a small share of my facts, figures, and persona, and we met by voice over the telephone. The story has more detail, which I will share as it unfolds, but for the moment, I offer you a piece of my expectedly upfront social media transparency.
The caller on the other end of the phone was a bright and cheery executive who revamped much of the delight that I have held so dearly as my ideal marketplace. This was not an intern at the local veterinary clinic asking how they could get a few more sick dogs to treat. It was not even an auto dealer seeking answers to social media marketing. It was a fellow gearhead executive calling on behalf of a gearhead company. He spoke my language, and we held discussions of real marketing beyond just the couple clicks up the roller coaster track that most companies will attempt before they take the chicken exit and get off the ride while the cars roll back into the loading area.
This guy was speaking my kind of language. You know, the language of waking up and smelling gear oil, coffee, and yesterday’s sweat. The kind of stuff that would intimidate Clint Eastwood and force Chuck Norris to turn in his “Man Card” and scream “Uncle” like a crybaby-sissy-bed-wetter. Yes, it was as if the Chairman of Manhood and the CEO of Testosterone were in stereo driving an epic bass line directly into my entrepreneurial earphones.
When I tell you this guy is right up my alley, I only claim that because I actually pictured him taking down six Chicago street thugs with nothing but a toothpick and a rubber band … yep, in an alley … my alley. Indeed, this dude instilled just enough of a masculine man-crush that when I told the story to my wife, she actually recounted it, in jest, with a boy-meets-girl kind of scenario and somebody was about to lean in for the first kiss. She didn’t get to the part where they sweat on each other, but probably just because that made her a bit weak in the knees. The fog of testosterone floating around would be enough to stop most hearts dead in their tracks.
In our encounter, it was as if I was driving Eleanor from the movie “Gone in 60 Seconds” and … well, like we were both driving Eleanor (e.g. Barrett-Jackson Auto Auction LOT: 1287). All but one detail, he actually has yet come to liberate my Eleanor-plus sized budget from the company’s board of directors. He will be working on them this week, and I will assist him in that jailbreak all I can. It will be important that my new gearhead friends understand that there is a vast difference between Lot 1287 and the dozens of other nice 1967 Mustangs in the list, and the difference is not all about the price … it is value which matters.
While we visited, I discovered the most awkward scenario. The company has me pictured as an in-house corporate SEO guy. At first, I felt a little tear on my cheek, because I know there are only a relatively few companies who understand the value that a C-level position in my industry can provide for them, or how much a long-standing CEO requires just to keep feeding his family. Then I started remembering how much I hate selling SEO. I mean, after all, you can Google something as simple as “sell SEO” or “how to sell SEO” and find that I know a lot about this business. My best scenario of how to sell SEO is just to be able to do it, prove it, and earn a squillion dollars from it. I already did that. My selling is over, and what I mostly want is to do the work I love, and to never have to slink my way out of a boardroom because some kid with less talent but a better line of garbage talked them into some cheap SEO. Realistically, any boardroom worth the table where they sit should be able to distinguish real marketing talent from a marketing representative waiting for his next diaper change. If they cannot recognize that difference, maybe a quick Google for “marketing talent” will flip the butter and the bread in the right direction and show them where the real deal lives and thrives. Where that butter meets the bread is with the guy holding uncanny skills (marketing and gearhead alike), a history of success, and a knack for telling what people need to hear even if it is not what they want to hear. That is a guy with the company in mind, whether he is working as their independent SEO consultant or as their boardroom fun department ready to whip out his clown nose and reveal his magic bag filled with market share, acquisition targets, increased leverage, stronger investors, retail fanaticism, and other boardroom delights.
In either scenario which my gear-hugging pals over there prefer, my Eleanor+ (performance bonus, equity, and etcetera) price point is a cheap jailbreak to fire up the passion of a real gearhead marketer who can come to the office and bang out high-compression gasoline flavored treats the way I would passionately provide for these guys.
To my new gearhead pals, I have a tip for your use in our synergistic battle in the boardroom. If they want to know how to justify SEO cost, just Google it! They will find the same guy as when you were seeking how to find SEO talent. 😉
NOTE: To my many longstanding and devoted clients, many of which have been with my services for a decade, please be aware that nothing will shake my devotion to you. You will continue to receive the highest attention from my highly capable support representatives, and you can expect the same level of service which you have trusted me with for so long. As you are surely aware, there is no dollar amount which can purchase my integrity.
