As marketers we tend to get lost in the tactics like designing flyers, scheduling tweets and growing a Facebook following—this makes us forget the more important stuff.

A campaign by definition is “a systematic course of aggressive activities for some specific purpose”.
The following is hard for you to hear and so it’s hard to write too because I know it may not be the answer you’re hoping for. We all want the sequence, the step-by-step, the foolproof, guaranteed-not-to-fail method. The thing is, if there was one then we’d all be telling our stories like homogenous drones without really connecting to our customers.

The key is not to see marketing as ‘a campaign’ that starts and ends, or as part of a process that you’re getting through, but to think of your marketing (and your product) as a love note that makes an emotional connection with your customer.

Walk into a lululemon store, pick up any item of clothing and turn it over in your hands. Every stitch, seam and tiny detail says, “we cared enough to get to know you”, to their customers.

What would you want to say to your customer if you were face to face?
What opportunity do you have to tell her what she wants to hear that other brands and business don’t have?
What is the competition too scared to try?

Say and do that thing.

Image by Audrey.