She’s a marketeer with balls
Jess Logan is one of the smartest marketers around and she has an incredible track record to back it up. I’m not talking about an incredible showreel of expensive ads, I’m taking about a long list of companies who owe their size and stature to her thinking, branding and balls.
Let me explain.
In this video Jess talks about her two golden rules: #1 measure and #2 don’t lie. She explains that the first is basic. If you don’t measure what effect your marketing efforts are having it’s like talking to somebody whilst having ear muffs on. Worse actually – it’s like having ear muffs on and your eyes shut. Take yourself for example. I’m assuming you’re a normal human and you adjust your tone and what you’re saying according to how your listener is reacting. If they’re smiling and nodding – that’s good. You’d continue confidently. If they’re frowning and clenching their fists you’d probably stop and perhaps ask if you’ve offended them. You would almost certainly change your approach for fear that you were on track to get a fist in the face.
Now to rule #2 – don’t lie. I know that most marketing embellishes the truth at best and at worst is a complete fabrication. Just watch most Coca-Cola ads and you’ll get a rough idea of what I mean. A company should back up their marketing claims with solid product and service. This is what gives branding efforts longevity.
And this leads to my assertion that good marketing requires balls. Why?
Put bluntly when Jess loses a client it’s unlikely due to a lack of results. It’s most probably because she’s offended them or kicked them to the kerb. She’s more comfortable with annoying senior management, than to put advertising into market that doesn’t work. You need courage to say to senior management that you’re more interested in what the customer has to say than what they have to say. And to follow that up with telling them that their service and product isn’t up to standard. Insisting that the message being broadcast must be backed up by the product and service is a great way to have a fight with the boss. To say ‘get it right or fire me’ – that takes balls.