img3_subservient_chickenThere is almost no limit to what you can do when in comes to marketing.

Throw on a chicken costume and take commands from web viewers.

Wear a T-Shirt every day of the year and charge people the privilege of sponsoring it.

Some things will work.

And some won’t.

The critical thing is that you learn from it.

Not learning is a sin and so is doing nothing.  At Waxpoetix and Big Head Design we have quite a few projects that come from avoiding the second sin.

At some point you just have to take action and go for it.  The planning, the strategizing, the thinking, all well and good, but you must have the chutzpah to actually go for it and maybe you’ll strike gold.

Chances are you won’t.  Marketing is tough.  But you’ll build up a list of failures or semi-failures that will help you to avoid defeat the next time.

It sounds so cliched to say, but it really is, well, not a marathon, but at least a half-marathon and not a sprint.

In a prior position I was shocked, truly shocked, when our company moved through The Dip and made it out the other side.  It would have been very easy to quit on our belief in what we were doing because it was a hell of a lot  harder than we thought to get clients on board.

We just didn’t understand why they were not responding to what we had to offer.  We thought it all made so much sense and our marketing pieces were spot on, we were all motivated and fired up.  The problem was they were not listening to us.  They were talking to and listening to each other.

Once we understood the dynamic at play, that influencers within the peer group were swaying decision-making, we went after the influencers double-time.

We invited them on our board, we wined and dined and we made some special trips to show them our love.

In the end it paid off, but it took a lot of faith and effort and the willingness to ride the learning curve.

If we had done nothing, nothing would have happened.

That’s damn obvious.

But we were willing to stick with it and go through the pain of learning

Ben Franklin said, “Those things that hurt, instruct.”

And after the pain, you can make some money.