On not doing what you’re ‘supposed’ to do in marketing

Are you “supposed” to market your business in a certain way?

I’ve had this conversation a few times this last couple weeks, so time for a post about it!

Every industry has a way you’re “supposed” to do marketing. A standard that players aspire to, strive to mimic, and copy at any cost. There’s one in your industry too. If you don’t see it, just compare it to a totally different industry to yours, and the differences will become clear.

The “supposed to” way isn’t necessarily the best way. It’s just the way that many do it. The fact that many do it, doesn’t make it ‘better’ (but more likely to be ‘saturated’).

You can do something different, something better, if you choose. You don’t have to host your website using that platform, or use those colours. You don’t have to have that offer, or pricing structure. You don’t have to use that social channel, or that acquisition model.

You can do anything you want, actually. And ‘anything’ doesn’t mean, “Anything your peers approve of.”

The art of knowing your audience, and knowing what they want to hear from you, will far outperform the trappings of comfort found in mimicking competitors and doing what you’re “supposed” to do.

We need you to show up with your perspective, your angle, your unique touch.

We’re waiting.