Candice Landau • May 10, 2019
When you think of “good marketing” what comes to mind?
For me it’s something that makes me stop. Something unique. Something different. Something that prompts an emotional response.
Good marketing is not boring.
Unfortunately, many people don’t know this, and if they do, they’re too risk-adverse to actually do it.
While analytics and data certainly have their place and value in the business world, these skills are more often than not prized more highly than are creativity and spontaneity–those attributes essential to memorable marketing.
So, if you want your marketing and advertising to be remembered, you need to stand out.
There’s no one correct way to do this of course. Standing out might mean coming up with a brand that is striking, visually appealing and different. It might mean doing or saying something sassy or smart. It might just tap into your audience’s deepest fears and desires. Whatever it is it prompts an action, a feeling, a comment. It sticks.
On a side note, standing out does not mean being offensive. That’s also bad marketing, no matter how cleverly offensive you are. It is going to do the opposite of endear people to you, your company or your product.
And this is why I suggest hiring a marketer that has a healthy dose of the “explorer attribute,” and of course a good dose of sensibility to go with it.
Explorers are typically driven by higher levels of dopamine. They’re great to work with because they are motivated and goal-oriented. They also tend to be adventurous and curious and put a high value on new and fun things.
This means that on top of ending up with creative advertising and marketing, you’re going to be working with someone that wants to hit those goals and who you can rely on. After all, that’s how they get their jollies!
Many artists, creatives and marketers are already explorers and were attracted to these professions in the first place because of their personality. That said, there are still a good number of people in the marketing industry who conduct their creative and promotional activities in the dryest fashion. Many businesses are guilty of hiring people like this because they’re “traditionally safe.” They might not make a splash but they also don’t make a splash, if you get what I mean.
My advice to you?
Consider what you’re investing in. Boring or Memorable?