That’s what we all want, right?
Marketing that always works? That has to work? That can’t not work?
Of course! What’s the point of all this work if it doesn’t, you know, work?
But for our marketing to influence others, we have to accept that some things are out of our control. Some things, like precisely how people will react to our messages, are unknowable.
But that doesn’t mean we can’t guarantee our marketing will work.
Because even if it doesn’t work for others—even if it doesn’t sell in the moment—it can work for us.
How? By doing marketing that makes you better.
For instance, writing a daily email about marketing strategy makes me better at communicating, thinking, and consulting about marketing.
Even if you weren’t reading it right now.
For you it might be writing incisive points of view on LinkedIn, creating explainer video content, developing a custom tool to help with your process, or anything else that helps you get better, even if others don’t quite get it yet, or don’t even see it.
Of course, you’ll want to choose a form and a format your ideal customers appreciate, so they can get the benefit of it eventually. But even before they do, you are benefiting from it.
So what can you do that would help if somebody saw it, but would still work if nobody but you ever did?
That’s the kind of marketing that always works.