Don’t Settle for Mediocre Marketing

The word fluffy can be used to describe a wide variety of things – a puppy, a diet-cramping dessert, a new bath towel.  All of those are acceptable.  But, when your marketing efforts are referred to or proven to be ‘fluffy’, that’s not a good thing.  That means it is not measurable, not accountable and it is unclear how it impacts the business – it’s mediocre. 

As a business owner, you need to understand what your message is, what your products and/or services are, and how you want to effectively market them.  We can all learn a lesson from Unilever’s founder Lord Leverhulme who stated, “Half the money I spend on advertising is wasted, and the problem is I do not know which half.”

Turn Fluffy into Functional and Fortuitous

Think of a chair. It may be a fairly beautiful chair; imagine its intricate carvings and a polish that reflects a flawless finish. But chairs aren’t for viewing.  They’re functional purpose is for sitting.

At the crucial moment of trust, we place a significant measure of personal pleasure or pain, joy or embarrassment in the functionality of a chair. No one desires to come crashing to the floor due to a mediocre chair construction process.

No one strives for mediocrity.

We all know that mediocrity is the result (at best) of minimal effort. Mediocrity simply accepts things as they are and does not push beyond normal desire to make anything better. Mediocrity, when accepted, is the acknowledgement that the goal isn’t truly worth pursuing and not valuable in the eyes of the pursuer. It is laziness in not finding new avenues to reach a desired goal…to think outside the proverbial box.

Does anyone value mediocrity? Is there any honor or prestige that accompanies that level of effort? Quite honestly, we all experience inherent shame in knowing that the effort could have been better and that it should have produced a more excellent result.

Commit to excellence instead.

In many ways, the concept of excellence is the foundation to all other guiding values in life. We may desire knowledge, wealth, or accomplishment; but, without a standard of excellence to measure our effort, we may be left with an empty hand or a half-finished journey. We are left with very little satisfaction from what we desire. Excellence frames for us a standard by which we measure everything we do. By setting a high standard of excellence, we convey a desire to do everything in the best way possible.

Most people will respond well to excellence. They will value the product of an excellent process, and they will trust the builder of the product if they see a commitment to an excellent method.

Now think of the well-made chair.

Imagine a chair made by an excellent craftsman, with hands skilled in the art of weight distribution and fingers controlled by a mind that is driven by excellence. The mind that is ever growing, ever improving, and seeking a better, more efficient way to build a better chair. The chair becomes more beautiful and sturdier, benefiting you and all who sit upon it.

Just like chairs, everything we build, or make, or do in this life should be done with a commitment to excellence.

Commit to excellence in both what you do and how you do it.

At SK Consulting, we don’t build chairs.  But, we do create effective and efficient marketing campaigns and materials – building trust within your target audience.  Don’t be mediocre in your marketing efforts.  Hire the experts who will help you not just reach your goals, but exceed them.

From concept to creation to implementation – SK Consulting is there with you every step of the way!