The Truth Shall Set You Free
Don’t exhaust yourself trying to keep up with light-speed changes to messaging and marketing strategies. Instead, embrace the pace. Things are different now, so skip the sugar coating and start figuring out how to succeed using all these new technologies and techniques.
As one unashamed pro points out, a little honesty goes a long way.
I am getting the nagging feeling that the effectiveness of marketing methods I built my career around are getting less and less effective every day. There were tumbleweeds blowing through my booth at the last trade show and I had to hire a full-time person to help me put “butts in seats” for the seminar series we held.
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Chris A. said,
on March 2nd, 2007 at 9:57 am
Honesty and great writing that is.
I think what’s daunting is that even though the pace is quickening folks still need to put out clear, concise, and persuasive messages. That requires a clear strategy for messaging overall, and then great writers moving at that swift pace. There’s no time for 14 rounds of revision. Mad communication skills is the lifeblood of any company embracing the pace.
sara isacson said,
on March 2nd, 2007 at 4:37 pm
Jay–such an important post–I think this is the biggest ‘using new media’ challenge for communication professionals–we like strategy and plans– figuring out the best way to do stuff to get the best results BEFORE we do it…but in the wild new media world, there’s no time to figure everything out, b/c things just change too fast…
So, marketers just need to suck it up and dive into the pool, they might only know the doggie paddle, but if they don’t dive in they’ll never be able to learn new strokes, get stronger, get faster…get AHEAD.
And per your comment Chris–I couldn’t agree more about quality under pressure…
The question ‘is technology fueling or killing creativity?’ has been on a lot of people’s minds lately…25 years ago, a print ad could NOT get written, designed, and sent out to a publication in one day..there was no email, design was done manually, copy was typed on a typewriter…So theoretically, creatives had more time to come up with treatments, concepts, layouts…more time to ‘be creative’…
But on the flip, technology is also making….
Hey. Wait. This smells like a blog post…I’ll post more about this next week. Can you stand the anticipation?
dthomas said,
on March 7th, 2007 at 5:23 pm
“I think this is the biggest ‘using new media’ challenge for communication professionals–we like strategy and plans– figuring out the best way to do stuff to get the best results BEFORE we do it…”
That’s precisely what is killing creativity…NOT technology! Creativity and “strategy planning sessions” are mutually exclusive and the two should stay away from eachother! Trying to force right-brained people to be left-brained people and vice versa has a predictable outcome….we’ve all seen the marketing campaigns that try to do that…not very clear, concise, nor persuasive.
Stop having meetings…unleash the creatives and leave them alone and give them access to all the technology!
Adam Rohner said,
on March 7th, 2007 at 7:54 pm
Proper planning prevents poor performance. Being a Project Manager, I am always in forecast mode (driving towards end dates, meeting milestones (on time and under budget), assessing gaps and risks and how to work smarter, not harder). All these elements contribute to being successful, especially in the tech space. I am in total agreement with what Sara (one of the bloggers said) Get ahead! Always strive to know what is on the horizon so you can be able to adapt to change.