It Scares Me, Does It Scare You?
Marketing and the great unknown ...
Posted on: 08/08/2013 By: Jenny Eaton
It struck me the other day that I work in a field that scares the living daylights out of me! ''Is answering the phones really that scary?'' I hear you ask. Well, no not really; but then I don't spend much of my time answering the phones these days ...
Like the King in the Parable of the Great Banquet, we have to keep sending out the invites!
Don't get me wrong, I will happily pick up the phone when all our other Genies are already on calls and I regularly step in to help with holiday and sickness cover. The main part of my role though is marketing. And there is an element of the unknown to marketing. Even if you are writing compelling copy and have great calls to action on your ads, you never know what response you are going to get.
That is the bit that scares me. I hate the unknown; I detest change and panic a bit when I am not in control - so you can see how much working for The Office Genie is out of my comfort zone! I feel a bit like the King in the Parable of the Great Banquet.
Just as he sent out his servants with the invites to those merchants, farmers and acquaintances that he hoped would want to come to his party, we send out our marketing to target those people we would expect to be interested in our services. And just like the King, we sit with everything all ready and prepared waiting for people to come.
I hope that we are not often in the situation the King is in! Everyone he invited said they were too busy. Now some had great excuses - you can't expect a newly married man to abandon his wife and go off and party - but others simply said they were busy. I hope that people who see and hear about our service will come to us to learn more and to get a quote.
Just like the King though, we have to keep sending out the invites. But unlike the King, I hope we would try to put the message out in a different way to the people that we would like to come. There is a saying about marketing that you need to test and measure - that means try things in different ways and see what works. The parable sees the King give up with his target audience just a little too soon!
Ultimately though, I think we all have to agree, if we find that our target audience still do not respond, it's time to take the same route that the King did - go out and find a different audience. In the end, the King sent his servants out to bring in the blind, the maimed, the crippled and the homeless. So his banqueting hall was full for the party.
Back to the thing that scares me - I don't know what people will think about my marketing and I don't know how people will react to it. I work in the realm of the unknown. I can send my marketing out and I can test the response, but until the response comes back I just do not know - and that terrifies me! The upside is that once we know what works we can keep on doing it, over and over again.
Fortunately for me, whenever I have sent a piece of marketing out there is another one to start working on so I don't have too much time to dwell on what is happening out there in the great unknown. I am fascinated by the fact that I love my job even though it scares me!
What do you love about your job, and what would make it easier for you to do it? If you need more time or less interruptions then call me on +44 (0) 1604 529170 or click here to ping over an email and we can talk about how The Office Genie can help you.
Until next time ...