One of the biggest marketing challenges across almost all industries is the constant search for the next idea—the one that’s going to hook and reel in new customers and clientele. It’s the idea that constantly eludes them; yet, if they find it, it promises more revenues, long-term relationships, and evergreen sales.
Unfortunately, this way of thinking is largely mythology. In fact, if you haven’t figured out the big idea of your product or service—what’s intrinsically compelling about it—you have bigger problems than coming up with the latest gimmick.
Searching for a single elusive idea is like looking through the wrong end of a pair of binoculars. It depends on that which is neither familiar, nor within reach. It calls upon disconnected tactics over a focused and cohesive strategy. And, in the end, it manifests itself in the form of one-off and lackluster attempts that yield underwhelming results.
Want to address the true need behind the “new idea” myth? Following are three steps to moving away from this myopic approach toward a more strategic and holistic way of finding better tactics, more creative pathways, and greater results from your marketing.
1. Focus on the Bigger Challenge
First, take your attention off the symptoms of the moment—a sales slump, for example. Instead, begin to ask yourself these questions: What is the nature of the challenge or problem we face? Is there a larger issue we’re not facing that is causing our current predicament?
A short-term bump in sales, for example, is going to be hard to bring about without a larger understanding of what is causing the symptom of a temporary sales slump. Is it due to the seasonality in your business? An increase in competition? Or is there a downturn in the market or economy that’s causing customers to spend fewer dollars?
Know what you’re up against before you assume that your current predicament can be solved through a single tactical idea. Understand the causal factors contributing to the dynamic that has brought about your present challenge. By understanding the true nature of the problem at hand, you will effectively prepare yourself to devise a better and more accurate approach. This new approach can be used to mitigate or overcome the forces that are causing a symptom, such as a short-term dip in unit sales.