Marketing Lessons from the Scissor Fob
April 24, 2009 by Mary Ellen
Fob: a short strap, ribbon or chain attached to a scissors; a medallion used to identify or assist in the handling of a watch
“Let me fix it.” I picked up the baggie containing a series of beads. “How hard could it be to put that fob back together?
My minor beading effort uncovered some real problems. I crimped the flexwire, but couldn’t clip the excess endings. With no sidecutter, my project appeared clumsy, home-made and ugly in its incompletion. Had I searched Google first, I might have uncovered this handy tutorial on building a fob.
Lesson #1: Pick your pieces. Dozens of beads and charms exist and you can encounter a bewildering assortment of color, size and shape. So too with marketing. The choices range from Twitter to newspaper ads, professional public relations to hand-printed flyers, glossy brochures, magazine ads, websites, email messages, Google profiles, Facebook, LinkedIn and oh, so much more. In order to maneuver, you must first choose.
- What do you want to accomplish?
- Who do you want to reach?
Lesson #2: Put your plan together. Whether you begin with dozens of beads of just a few, you must put your fob in place.
- How long will it be?
- Are you making a one-day, one-hour stab at marketing or looking at next quarter and the rest of the year?
- How much will it weigh?
- Are you efforts flexible or so heavy that the whole effort bogs you down and creates overwhelm?
Lesson #3: Plan your execution. Some fobs are breath-takingly beautiful and others simply utilitarian. The “art” of a plan makes it especially difficult to emulate. I know you’ve seen artful marketing…landing pages so persuasive they suck you in and make you place an order before you even question it, profiles that talk directly to you, etc.
The great secret is these probably aren’t first time efforts. No problem.
Charge forward. Simply begin. Like me, you may fine you need proper tools. Until you start the project, how do you really know?
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