Marketing is No Place For Management's Personal Likes and Dislikes

management-types with the approval of several marketing efforts are notorious for basing a lot of go / no-go decision on personal opinion. Maybe it's time to borrow a page from the coaches of sports teams, some of which had been preaching a universal truth for years: There is no "I" in Team. Why not a similar mantra for all those managers whose opinion often choked his company's marketing efforts?

"This can not be done!", You say. It is certainly worth a try. Marketers of the world, unite - and be firm! Tell approvers in no uncertain terms, "no" U "Marketing ."

As management professionals, we know that to be effective - that is, successful - marketing efforts must respond to the needs of their audience. When a consumer audiences, success depends on how well the ad, commercial or radio spot solves a problem or address a concern to their readers, viewers or listeners.

We know, too, that the sale of the Company, success requires two things marketing efforts:

1) that the product or service is touted must meet the actual needs of the company may be asked to pay for it, and
2) that the need is met in a way that allows a person to make a decision about buying a star will appear in the eyes of the people he or she reports.

marketing professionals inherently know the truth. Unfortunately, too many management-types with go / no-go through the approval of marketing efforts do not. Did I hear so many stories from colleagues around the country is pathetic, they can be funny.

Some examples from real life. "I love the horizontal ads better than up and down one" "That reminds me of the face of a man who worked here ... and I hated it. Find a different picture." "Their editorial policy stinks! Do not advertise in the magazine." "Those colors make our ads look like a Navajo rug. Change 'em." "My wife does not think we should be on that station." "Its time the guy is always wrong. Find more stories show ."

If, as someone in management, you'll find yourself a little in these comments, May you have a problem. If your marketing people see in these comments, they definitely have a problem.
As an approver, you can begin to solve your problem by listening closer to your comments ... and more objective. For those of us in marketing, saying nothing about these comments of people who were like trying to walk on egg shells - we have to tread very lightly

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I once told a client - in just these words - ".. In marketing, our ads are not about you, about what you like or dislike," "no" in luck, we'd know each other very well. And his comments or change - a little. Now, starting with those comments, "I know it's not for me, but ..."

If you are marketing to people facing this kind of problem, print the article and place it prominently - but anonymously, of course -. Approver on the table