Stop marketing

“I don’t want to do any marketing or selling,” the distributor would say. “I just really hate all that stuff. It makes me feel sleazy and gross and I don’t want my name associated with it and I don’t want to have anything to do with it.

“But, um, I don’t want my business to die.

“Is it hopeless? Is there anything you can do for me?”

You might think I laughed at this person and told him to enjoy being broke. But no.

“Actually, I can help you with that,” I said. “No problem, we won’t do any marketing. Here’s what we’re going to do instead.”

“Instead of marketing, we’re just going to communicate. We’re going to talk to your customers and propects and explain who you are, how our business and products will make their life better, and then we’ll spell out exactly what they should do next. Would that work for you?”

Instantly I could hear the stress melt out of their voice. “Oh my god, that would be amazing. Can you really do that? Thank you!”

This, ladies and gentlemen, is why packaging is so important.

Don’t overcomplicate

If Don Draper had this client, he would have called him an idiot. ( is a fictional character and the protagonist of the television series Mad Men) But he still would have signed him for a fat account, and done some stellar work on it. Then he would have slept with his wife.

Don Draper was in advertising before people got confused. He knew that persuasion always boils down to shockingly simple principles.

If marketing makes you throw up in your mouth a little, quit doing it.

Instead, just let your potential customers know who you are.

Let them know how your thing will make their lives better.

And tell them, very clearly and specifically, what to do next.

No marketing required.