There are times in a marketer’s career when asking the right question spurs the next great idea that turns into a campaign that turns the corner on profitability and launches a whole new direction for the company or the product.
Having the curiosity and the courage to ask that question – although to you it might seem obvious, so obvious in fact that you’re sure someone else must have thought of it, analyzed the result and discarded it as unworkable – is what good marketers do. How many times have you been in a meeting and another employee asks a seemingly innocent question, and suddenly the room is on fire with ideas, and more importantly, positive feelings and agreement to trying the idea immediately. Have you kicked yourself for not asking the same thing? Why didn’t you – because you thought it was too obvious. It was obvious to you, because that’s the way you were trained to think – but most of the other people in the room were not trained that way, and that’s what makes you special!
Think it through quickly, end to end, and go ahead and bring up the obvious – you’ll be surprised at the reaction you’ll get. Curiosity and courage linked together will get you a long way in marketing. A famous marketer I know is fond of saying that there are no bad ideas, just those that don’t work under the current circumstances. His approach is to try almost anything that appears viable, and if 6 out of 10 of them fly, he’s a winner! Indeed the margin on a good idea is pretty high, so it doesn’t take much for a good idea to bring in far more than all the bad ones waste. Remember the old campaign,”Try it, you’ll like it”? Not a bad mantra in these tough times. Businesses are desperate for good paying customers, and ideas that will attract them are in short supply.
Step up, state your idea, and let the chips fall – you’ll likely be applauded and the chips fall your way – if not, at least you put something viable forward, and if it doesn’t work now, circumstances will forever change and it might work at some other time.
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