Here’s how I blurtily answered the question, ‘What makes a great marketer?’ (I quite like blurty. It’s raw).
Read.
Then read some more.
Form your own unique ideas and opinions and have the confidence to run with them.
(Keep reading, though).
Understand that your job is to engage and persuade, in all the right ways.
Ungimmicky.
Sincere.
True.
Understand that distinctiveness and differentiation are two different things.
Optimise both.
Marketing is a responsibility.
It is a privilege to be engaged as a marketer.
So it is not OK for marketers to smirkingly suggest that marketing is a dark art.
This is not true.
This is where bad marketers hide.
Marketing is not a dark art.
Marketing is control, understanding and management.
It is straight forwardness.
Imagination.
Bravery.
Clarity.
Consistency.
Creativity.
Marketing is an owned story – uniquely told.
