I was at a tradeshow recently walking around the exhibit floor just to get the vibe.
I was struck by how poor many of the displays were.
I am not just talking about the guys with no money at the far edges. Some of the big players as well.
What affects marketing is probably true in many other fields. It is just that, in marketing, it is a bit more obvious.
Reason #1: Everyone needs it.
If you think about the “market” for marketing, you realize that the demand is unlimited and universal. EVERYONE needs help. I need it. You need it. We all struggle with the question of how do we get more awareness, improve our perception, increase the number of opportunities available to us.
So, demand is through the roof.
Reason #2: Everyone has experience with it
Everyone has an opinion about Marketing. Typically they mean “advertising,” but not always. The danger is, when we have an opinion, we think we know more than we do.
I’m guilty on this on a number of subjects…politics, movies, design, art, music, etc.
That fact, however, makes me an uneducated buyer who thinks he is more educated than he really is.
I think that is part of the challenge in marketing.
Everyone knows what “lower case m” marketing is (emails, banners, posters, etc.), but “upper case m” Marketing (value proposition, messaging, audience, segmentation, persona) is not widely appreciated.
Reason #3: No barriers to entry
You don’t need to go to medical school to become a marketer. You just hang out the shingle. There’s no real way to assess qualifications.
As a result, and this is just my opinion, is that most people who work in the profession of marketing are doing it because they are smart, competent people who see this as a way of making a living. Nothing wrong with that, of course. You need to do what you need to do.
Why This Is a Problem
The challenge, however, is that marketing is really, really, really difficult. Really difficult.
To be good or even great at it requires a lifetime of learning, study, humiliation, dedication, passion, and surrounding yourself with others who feel the same way.
It’s like the Jiro Dreams of Sushi approach to the discipline of marketing.
It’s why the conference that Scott Brinker puts on is such a great one (you can use my code and get 10% off the upcoming Boston conference).
It’s the difference between the casual fan who says “hey, that guy made a great shot” and the fan who says “that was only possible because the rebounder boxed out, made a great outlet pass, and the other guard set a pick.”
What to Do About It
I wish I had the silver bullet answer. I don’t.
- I tend to ask people what marketing books they have read and to try to figure out if they have really internalized the message or are they just mentioning a title. Here’s my list of some of the all-time greats. Maybe it will help you when you hire.
- I also tend to look for people who like to surround themselves with other “students of the game” and “talk shop.” It could be at an in-person event or in terms of with whom they engage on Twitter or blogs. All easy to track.
- Finally, I ask people, “if money were no object, what would you do?” If I get an answer like, “probably study psychology,” then I know I have a winner. At the core, I need to know that you are passionate about people and understanding them. That’s really what marketing is all about.
I’ll add more as I think about them but hope this helps.
Thanks for the great reading recommendations Jeremy.
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