As you might be able to see, this website is now “complete”. Of course, when I say “complete” what I really mean is “on every page I think I replaced all the Latin with English and put a bunch of words together in order to create cohesive sentences.” As they say in movies, it ain’t over yet.
The great thing is that the last week of content creation has helped me reconcile a few thoughts about my previous musing (the infamous f-bomb blog), why it still makes sense to me, and what it is I’m trying to provide.
The Realization
When you work in an industry for almost two decades, it becomes easy to lose yourself in a corporate/professional mindset. That way of thinking usually leads to really great, professional sounding copy that actually makes no fucking sense at all. A quick browse through this site is probably enough to demonstrate that point. Here are just a few examples I’ve already found:
- “Smart, data-driven marketing and sales consulting”
(umm, yeah. I have lots of experience, and I make sure the numbers make sense when I decide things) - “Smart systems. Clear direction. Real growth.”
(What? LOL – I reach the goal ’cause I’ve done it so many times that it’s just basic muscle memory) - “Implement and optimize tools that make lead management effortless”
(This is a beauty. I think it means that I put a bunch of programs together so that you only need to press a button) - “Turn data into insights that drive smarter decisions and better ROI.”
(See #1. I look at the numbers, think about what they mean, and then act accordingly) - “Build a cohesive presence that connects strategy, messaging, and visual identity.”
(Well, I’m glad we figured that out. Do I use glue to make everything stick together? Jeebus)
Like, seriously – did I pull that shit out of a book? It smells more like I picked it up off a field.
In fairness, as a 20-year marketer I get what it all means. But the people I’m hoping to help probably don’t have the desire or time to try to make that corporate jargon make sense.
Here’s what even funnier (or sadder, depending) if most consultants started explaining that kaka, they’d end up having to use even more “professional sounding” language. That conversation would lead them straight into more tech talk, and eventually they’d start blathering on like some neo-millennial self-help “become an entrepreneur by talking like this” author. Trust me – I used to do just that!
In “professional” circles, that kind of drivel plays. Hell, there are so many people talking like that it’s almost becoming another English dialect. But I didn’t put my ass out here to start a brand that would do that. In fact, the reason starting this venture made so much sense to me was because I was tired (exhausted, fatigued, burnt out) from all that crap.
The Response
The result is that I decided to start another content process for the pages on this site. I’m going to specifically target that bullshit, and then I’m going to rewrite it as if I was explaining what the hell I do to my buddies down at the pub. That realization also helped me put into perspective EXACTLY what it is I’m trying to provide and why (the corporate sounding, business 101 taught, tenaciously held onto “Value Proposition”).
The Rationale
If you’re on my site (or my LinkedIn, or ads, or bulletins, or newsletters, or…) looking for some great marketing help – that’s awesome. I can do that, and as my long (long, long, long…) career has shown me, I’m actually pretty good at it.
BUT that’s not what I’m REALLY here to do. What I really want to do is to help my clients UNDERSTAND this stuff. I’d love for them to get some sense of clarity about what these silly terms mean and have a decent idea of WHY I’m actually recommending a particular strategy over another. Ultimately, while I want to be the one getting paid for my time and expertise, I want my clients to be the ones trading confusion for comprehension.
Marketing isn’t voodoo, magic, or fantasy – but it’s explained in a way that makes people think it is. I’m just the guy that said (and it’s in print; you can quote me) “fuck this noise” and decided to make it make sense for normal people. If you work with me and get great marketing results – well, yeah. That’s the basic surface-level goal. But if you only get those results without understanding the “what”, “how”, or “why” it happened, then it means I’ve pretty much fucked something up along the way.
My job (the one I chose to create) isn’t to be a marketer, but rather to be a marketing educator. I’m here to get rid of confusion. I’m going to make the nonsense make sense. I will sell understanding for a living.
