History - Historia (Photo credit: Aloriel)
Most people think that marketing is hard and it certainly can be. But "hard" is not the "H" word that I want to deal with in this post. The word I'm thinking of is "history".
Why would I connect history to marketing? We all learned some history in school and now and then we might watch a history show on television. What's this have to do with marketing your product?
What I'm referring to is your own personal history, the history of your marketplace, and our history together as a provider and client. To jump into a marketing venture without making it personal can lead to a cold relationship with no loyalty. This is a recipe for failure.
As you head into the strategic zone of creating a buzz for your product and building a customer base, you need to take a personal inventory of strengths and weaknesses. Assess your past success and honestly admit your failures. What have you been best at in the past? Where will you need help?
Once you have a clear understanding of your own history, start evaluating the histories of your associates in business--your vendors, partners, consultants, or whoever is helping you to get your venture off the ground and moving forward. You want the best on your team--or at least those who are capable of providing you the knowledge and skills you will need in achieving your goals.
When you've gotten the team in place and the venture going, keep track of the history. Remember your customers and what it was that brought them your way in the first place. Listen to what they have to say. Pay attention to them especially if they stop paying attention to you.
But don't let the team you've assembled fail you either. Make sure they are staying in the same race that you are running. Your history with them needs to be monitored and kept on the track you are on.
Running a successful program is like conducting a orchestra. You can't play all of the instruments yourself. Your musicians all have histories that have made them masters of their crafts. As the conductor you have to put everything together and work with it over time to make it into something presentable for your audience.
Success has a history and is a product of many consolidated histories. Ongoing success results from nurturing the history of the enterprise in which you are involved, whether it be getting a book published or a product mass-marketed.
Heed the words of George Santayana, "Those that fail to learn from history, are doomed to repeat it." If you flounder blindly through what you're doing and don't learn from any one's mistakes, the odds of finding success will be slim. Knowing history and tracking your progress along your journey makes reaching goals a more sure thing.
Here's a blog for the letter 'H':
Someone who knows about history is Hilary. Many of you know Hilary Melton-Butcher who writes at the blog Positive Letters...Inspirational Stories. Her connections of historical events and trivia make for fascinating reading.