There Are No Emergencies in Marketing

This time of year there seems to be a flurry of marketing emergencies.

As a done-for-you service provider, I encounter people with extreme urgency for their marketing projects. This extreme urgency is because they are reacting to some problem or need that could have been prevented with proper planning and consistent execution. 

They may be looking for new brand messaging or visual design, revamped websites, marketing automation, content strategies, holiday promotions, and more. Awesome — I’d love nothing more than to help them with all of that. 

But, my friends, these things take time and require research, creative thinking, iteration, execution, and testing. 

There are no emergencies in marketing. There often is, however, a lack of planning, preparation, and perspective.

Seth Godin says, “Marketing is not an emergency. It’s a planned, thoughtful exercise that started a long time ago and doesn’t end until you’re done.”

Without a plan, you are essentially guessing at what content to create and how and where to promote it. Guessing leads to mistakes that cost you in the end — time, money, momentum, and motivation.  Worse, it could cost you customers and reputation.  Too much guesswork, flying by the seat of your pants, over and over may end up costing you more time and money than it would have to develop an effective strategic marketing plan in the first place. Developing and executing on that plan would be far less stressful too!

Most marketing fails as a result of failure to properly plan and execute consistently. There truly is no excuse — sure there is always a reason… but honestly… really?  There is no excuse for failing to plan, prepare, and execute.