In my previous blog I wrote about creating two different types of checklists in order to keep you on track toward becoming an innovative thinker.
There's also a third checklist that I use, which is a collection of what I call 'Classic Marketing Wisdom.'
This is made up of key quotations from the books, articles and other writings of advertising and marketing experts past and present, grouped by category.
When I sit down to create a direct mail piece, for example, I would view my wisdom checklist of all the experts' key quotes about direct mail. To build this list you need to do some serious reading about advertising and marketing. I'd certainly suggest reading the works of David Ogilvy, Leo Burnett, Claude Hopkins and Bob Stone. Many of their books are available at your public library. You can borrow and review them without spending a cent.
The important message behind the development and use of these checklists is that creativity and innovation can be learned, can be developed, can be approached in a pragmatic, systematic manner. It is not a product of genius; although I'm willing to admit that helps too.
The person who believes, and says, that he/she is not creative, is not innovative, is not good at marketing, is most likely to fail in business. If you feel that you have to give away responsibility for these functions to others, such as ad agencies, copywriters, artists and consultants you'll create a mammoth economic drain on your business.
Big business, multi-million dollar corporations do it this way and I guess they can afford it, but small and medium businesses need to be their own marketing innovators.
You've got to determine for yourself what marketing functions belong inside your business versus those that should be delegated to outside vendors. My philosophy is that the business of a business is marketing and that the principles of the business should be intimately and directly involved in the marketing strategies.
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