"Rank does not confer privilege or give power. It imposes responsibility." -Peter Drucker
Marketers Are Driven to Produce Results

Content for the win | Vol. 4, No. 5

Are you a producer or a marketer? 

The question is posed by Blair Enns, a consultant to small agencies and author of Win Without Pitching. "Producers try to sell what they know how to build. Marketers build what they determine they can sell."

Clearly, one needn't work in marketing to pose this question successfully. Did the guy down the street start his food truck because no one else in town serves authentic Maine lobster rolls? That's the marketer's approach to problem solving. See the need and deliver the goods. The producer or maker's approach is to create amazing lobster rolls out of habit or passion, and hope that there is a willing audience with cash in hand (and butter on their chins).

The producer's role works for a few geniuses. "I just invent, then wait until man comes around to needing what I've invented," said Buckminster Fuller. Fuller's take was shared by Steve Jobs. He said, "You can't just ask customers what they want and then try to give that to them. By the time you get it built, they'll want something new."

Jobs' "lead them to water" strategy is not for everyone. In technology, product developers do need to anticipate the needs of customers before said customers can envision the need for themselves. But in my world (and maybe yours), some of the more mundane things I do, like writing a client's email newsletter, is the best path to profits.

Clearly, there is a growing need for quality content in a world drowning in weak ideas, bland language and corporate sameness. Yet, the marketplace need doesn't all of a sudden make email marketing sexy, but sexy isn't the goal for me or my clients. Sustainable income is the shared goal. Therefore, I am with Enns on this. I'm a marketer. 

  1. Patience is a virtue, but not online. In 2010, online shoppers were willing to wait 8 seconds for a website to load before going to a competing website. Today they will only wait 2.5 seconds
  2. How to write better case studies
  3. Be on the lookout for localized #Spamhash
  4. Acoustic "Black Muddy River" (by Grateful Dead) performed by Anders Osborne and Luther Dickinson.
  5. Racists suck on Twitter and everywhere else. 
  6. "The wives of the masters of the universe, I learned, are a lot like mistresses — dependent and comparatively disempowered." -Wednesday Martin in The Times
  7. An architect can’t improve on the natural forest, but he can showcase the raw material in flattering ways. 
  8. Are computers making our lives too easy?
Bonehook is a guide service and bait shop for brands. We help companies find, shape and share their best brand stories. To charter, call 503-970-3862. 
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Writing copy is like designing a building; the purpose is utilitarian, but utility needn't be an impediment to artfulness.

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