
photo credit: gizmodo.com
When we think about practice, we usually conjure up images of sports, and mantras like "practice does not make perfect, only perfect practice makes perfect" from the legendary Vince Lombardi. In fact, sports analogies dominate the business landscape ad nauseum. I'll give you a couple of seconds to recall your old faves.....
However, as much as I like sports, I would like to think of practice in an alternate sort of way. You see, doctors (and lawyers) also practice, but in a different sense. They repeatedly come upon different situations, they diagnose the root problem, and then they get to workin'. The process of diagnosis is the same, but the remedy depends on each patient. And, as technology gets better and better, and as research becomes more and more accurate, they have different solutions, different cures. At the same time, new diseases and mutating viruses make it a constantly changing game, and they in turn are adjusting, fine tuning, or scrapping whole procedures. You get where I'm going with this, don't you?
As marketers, consultants, and small businesses who are marketing, we have to approach our craft in the same way. While we can't take for granted what we learned in school, true learning comes in (marketing) residency, and in continued practice and research. The game is always changing, and the technology/tools get better and better, so we constantly need to be adopting, adjusting, or scrapping things when they aren't working anymore (see keyword stuffing for SEO).
Here are a couple of guidelines for us practitioners to keep on following:
When a client comes in with a hurt knee, don't immediately perform orthoscopic surgery.
Just because a client wants a website, it doesn't mean we automatically give them a website. Bad tactics usually are symptoms of bad marketing strategy, which is usually a sign of bad planning and objectives. Take the time to see whether something else is causing the problem: the wrong message, to the wrong audience, with ineffective tactics. Sometimes a bum knee is caused by a bad back, not by the knee itself. When you are holistic in your approach, you just might find yourself with a much larger, more in-depth case. And if the client still wants orthoscopic surgery, then it's their choice (painful as it is).
Tell the patient what you are doing, while you are doing it.
The best dentist I've ever known talks to his patients while he's all up in their grill. He tells them what he's about to do, what he sees, and tries to ask yes/no questions during the procedure to involve his patients. He's knows they're not stupid, that they can be a part of the long-term solution, and that they are relaxed by such great bedside manner. In the same way, we should think about our stakeholders/C-suite/clients, continually communicate with them what's going on in our marketing execution, give and solicit feedback so they are a part of the solution, and enstill in them confidence that we know what we are doing. They'll appreciate it.
Tylenol, Advil or Motrin? Yes. It depends.
There's usually more than one solution to our clients' problems. We should be creative enough to find alternate ways to get our clients' message across, be humble enough to realize the input of our clients and our team around us, and be flexible enough to try new tactics if our first/second/third options aren't working. Also be willing to prescribe something smaller than what was originally envisioned before you started the diagnosis. When you do that, your stakeholders/clients will realize that you just saved them a ton of money and are looking out for their business' best interest, not just yours.
Immerse yourself in scientific journals/latest findings
Stay on top of your game by subscribing to, and conversing with, the best and the brightest, in our game and in other industries. You will see what's on the cutting edge of marketing and pick up insights on the failed/successful experiments of others. Try these new strategies and tactics out, see if they work the way the inventors intended, and then try using them in a totally different way. Make them your own unique tool. "Practice" is an active, evolving experience. And while we are practicing, here's the kicker: we need to share it. Publish it. It helps the whole community out.
And here, I'll insert the only sports analogy of the post (can't resist): Wayne Gretsky said that what made him so great was that he didn't skate to where the puck was, he skated to where the puck was going to be. See where the market might be headed in terms of opportunities, strategies, and tactics, and then see how you can get there ahead of the puck.
What do you think?
You should follow me on Twitter here. Enjoy this post? Please consider subscribing to this blog in your RSS reader of choice.