“What’s so hard about doing this marketing fluff stuff?”
There’s a ton of “free” material and help out here in the virtual world for people to do their own marketing plans and implementation. And, there is a lot of great free guidance - just look to my blogroll for some of my recommendations (Tom Peters, Seth Godin, Michele Miller, Holly Buchanan, Bruce Fryer).
However, as with any industry or service, there’s also way too much snake oil and just plain wrong advice. The “simple” guides (”Write a winning marketing plan in one day!”) can set people up for failure, with generic boilerplate based on tired, outdated marketing 101 principles. This is particularly true when it comes to tactics such as advertising or PR. Reading a book or typing words into an outline is a long way from crafting a winning strategy and cost-effectively implementing tactics. For example, I’m great at reading souffle recipes, just can’t make ‘em to save my life.
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