Focus On The What

A lot of day-to-day marketing focuses on process: What to say, when to say it, and how to say it. We focus on it so much we sometimes forget the purpose.

We make it more about us and what we want, rather than making it about the other person. Sales is the same. In my experience, salespeople these days pretty much want marketing to drop leads on their lap rather than do any grunt work. Whatever happened to courting a prospect?

Take website forms. If you are looking for a sales lead, what can you do to make it as easy as possible for someone to choose you over the next company? Firstly, you make it simple. All you really need is someone’s name and a way to contact them – that’s it. But, too often, we make it more complicated, creating longer forms so that we know where our marketing spend is delivering.

My advice. If you want something to happen, you need to focus on the what. The how, well that just needs to be as simple as it can be.