Reading, ‘riting and ‘rithmatic:
heavy ordnance for marketers


The analogy between war and marketing is hard to escape. Like a good cliché it stands the test of time. It’s appropriate. But let’s tweak it a bit.

The battering ram and the catapult are passé. Victory now comes to those with permission to present their offer. It comes to those who know why, where, when, how and to whom they present... What’s more, regardless the degree of sophistication, it comes to those who understand the triple impact of modeling, permission marketing and the importance of dialogue.

But most of all it comes to those who tap the basic tools of reading, writing and arithmetic to guide their strategy and tactics.

Reading: scan, skim, dip, or plod and devour

Once a group of brilliant scientist tech reps were flummoxed by my simple question: “How do you make your living?” After a little coaxing, they all agreed that they made it “By selling stuff.”

When asked the next question, “In the past year, how many of you have read a book or magazine devoted to the subject of selling? “, not one raised his hand, not even the PhD with the title of marketing director.

The point is we are all salesmen of products, services or ideas. Why not devote some time to the subject? There’s so much valuable information available on line and off line on every phase of marketing that it boggles the mind. But the good news is you don’t have to read everything that’s printed. Just skim related books, magazines and newsletters for the meat and potatoes (or tofu and alfalfa sprouts) that will nourish your ideas and your business.

Read the book. Then call the consultant

Consultants earn their fees. But before you call for a session, read the guy’s book(s). After you read his $30 or $40 dollar book, you might not even have to call him.

Nobel Prize Laureate, Joseph Brodsky said, "There are worse crimes than burning books. One … is not reading them."

Writing: what you say and how you say it

Good writing is the heart of effective marketing. Yes, yes. I like pictures too. But the adage that “One picture is worth a thousand words,” is a crutch for some creatives. They cripple good ads when they lean on the graphics and forget the sales message needs the support of clean, crisp copy laden with benefits.

Some marketers have a tin ear, others perfect pitch. “Just the facts, Ma'am,” isn’t enough to motivate. What you say and how you say it can launch or scuttle a campaign. Often one word can make or break a good ad or cause a public relations crisis.

Rudyard Kipling said, “Words are, of course, the most powerful drug used by mankind." To help that drug produce the high that helps people buy instead of producing a stupor, you need a good ear, sympathy and empathy--- or the services of some one who does.

Arithmetic: count what counts

When a company, large or small goes down the tube, you wonder if any one was counting. You don’t have to be a financial genius to see the doomsday bus before it runs over you. You just have to know how to count and what counts.

Bean counters are not bad people

Over the years I’ve done my share of bitching about bean counters. Usually it’s been directed toward bookkeepers who tend to be historians rather than accountants with a feel for marketing. Those who understand the difference between immediate ROI, and ROO (return on objectives) are not paper clip economists.

Accountants can be creative as hell ---and still legal. But the boss better know what they’re up to. Spreadsheets are great, but so is a happy facility with grammar school math.

So, what’s it all about, Jack?

The three “R’s” are a prime source of marketing ammo. They can supply the information, motivation and control that guide strategy and tactics. They can also keep you from getting screwed.