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Marketing Coach: Dumbest Marketing Question of the Week

Marketing Jackass Direct marketing advertising

I get questions. Some are smart and some are... not so smart.

This one is not QUITE worth the Marketing Jackass Award - but it's close. 

And now without further ado, here it is - THE Dumbest Marketing Question of the Week (yes, it's only Wednesday but I have a high level of confidence that it won't get any worse THIS week)...

From: Joe Blow <>
Sent: Wednesday, March 21, 2012 4:54 PM
Subject: David, may I borrow your mind?  


We all appreciate and can feel the power of social media. My question is, if I do not care about impression national wide / long time brand build, what's the best way to move products? Just simply sale it.  

-- Joe

First, this gent wants to "borrow my mind." That's a compliment I suppose. Some days, I'm not sure even I can use it to best advantage. Tell you what, Joe -- it's yours. Be my guest...

If I don't care about impressions nationwide - Hello? This guy sells a product. A great product. A product sold on the web. GLOBALLY. Yet the premise of his question is that he doesn't care about impressions nationwide. This is problem #1.

I don't care about long time brand build - WHAT?? So you want the slam-bam thank-you ma'am instant sort of branding, name recognition, word-of-mouth referrals, and raving fan base, right? Coming right up... How about a zero-calorie Big Mac to go with that? And some non-addictive cigarettes? This type of wishful fantasy thinking is problem #2.

What's the best way to move products? Just simply sale it? The best way to "move products" and sell more is to make impressions nationwide, become known as the "trusted brand" in your market, focus on a niche to generate a raving fan base over time, and let your customers spread the word about how ridiculously AWESOME your product is. Missing this fact ("as obvious as a ham sandwich" as Alan Weiss likes to say) is problem #3.

The second best way (and it's a FAR DISTANT second) is to invest in a LOT of direct marketing and buy a LOT of advertising. 

I'm not being a smartass - really - because if you have the direct marketing and advertising budget of Bose, Gevalia, or Tempur-Pedic - be my guest. Spend hundreds of millions of dollars. But here's the rub: THAT will take YEARS too! And a whole hell of a lot more dollars.

You can do it my way. For 95% less money. Starting right now.  

Your call, Joe. 

What do you think? Please share your responses in the COMMENTS area below...

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