How to choose what not to do in marketing
Would you rather do many things sort of okayish or a few things really well? Perhaps it's pride, but I'm a big fan of doing things well. And, since we talk about strategy a lot around here, let's talk about the flip side of what you choose to do -- addressing how you should choose what not to do.
“The essence of strategy is choosing what not to do” - Michael Porter
I love this quote from Michael Porter because it emphasizes something we tend to forget: focusing on what we're not going to do! And it applies to many areas:
Customers that aren't a good fit
Tactics you want to avoid
Services and products you don't want to create
Sometimes, knowing what you don't want to do can free you to become clear about what you do want to do.
Between all of the different channels, platforms, tactics, and activities available now, there are so many ways you could be marketing your business. But just because these options and opportunities exist, it doesn’t mean you need to (or should) do all of them.
So, how do you choose? Here are 3 considerations to look at as a starting point.
Determine whether you're open to something
One of the questions I discuss with my clients is, “what do you not want to do?”
Distinguish between the types of products you want to deliver and those you don’t, the different channels or types of content that resonate with you and those that don’t, and the clients that you want to work with and those that you don’t.
Not wanting to do something is mostly an okay reason not to do it.
It’s really common to look at what you do want to offer and who you want to work with, and this act of setting intentions is not inherently wrong. But I do find that it leaves a lot of grey area.
Begin to set clear boundaries and create a defined list of things you don’t want to do, so you can ensure you’re not taking on work that really doesn’t fit your business. Plus, this process will often help you to get really clear about the things that you’re excited about doing!
NOTE: At the same time, beware of closed-mindset thinking that will stifle your progress and success. Go beyond yourself and take into account your ideal client in this process. Recognize the platforms, channels, and content that really speak to your audience and know that it likely makes sense to show up in these ways if you want to experience more growth.
Figure out whether you have the resources
Whether it’s the ability to hire someone to help you, or the ability, time and energy you’ll need to take on these activities yourself, recognize whether or not showing up for this client/ platform/ offering is realistic.
It's counterproductive to take on more than you can manage.
This doesn’t mean never doing this *thing* but it does mean taking a step back, waiting, and putting it on a future to-do list.
Oftentimes when it comes to marketing we can fall prey to shiny object syndrome. We have an inclination to chase the newest thing rather than simply staying focused on what we’re doing, maintaining consistency, and becoming an expert in the spaces that we’ve already established some groundwork in.
Rather than always looking at what others are doing or what’s new and exciting, distinguish between the things you really need to be doing and those that you don’t.
If you could have the same success with less things on your plate, wouldn’t you choose to do less?
“People think focus means saying yes to the thing you’ve got to focus on. But that’s not what it means at all. It means saying no to the hundred other good ideas that there are.” - Steve Jobs
Consider how it fits in your brand
Does going this route feel like an enhancement or a distraction?
Revisit your values and goals as a company. What is your why? What drives the content that you create and the services you offer?
When we’re constantly exposed to other brands, platforms, and ways of marketing, it can be easy to lose touch with why we started our business in the first place.
Consider:
What’s the main message you want to share with your audience? Will this offer/ platform/ idea help share this message?
What’s the main action you want your audience to take? How will this offer/ platform/ idea impact these conversions?
Is your audience asking you to show up in this way? Or are you manufacturing the need to do something new when your audience is perfectly happy being served in the ways you’re already showing up for them?
You’ve created this initial structure and strategy for your company for a reason, so stay focused on it! If you keep falling prey to distractions you may end up wasting a lot of time and energy on things that aren’t moving the needle. Changing course isn’t something to do on a whim.
Plus, when your attention is split in too many different places your performance in other areas will begin to slip too.
“If you chase two rabbits, you will catch neither one.” - Russian proverb
Your strategic marketing plan can’t simply be about items on your to-do list. It also needs to take into account your overarching vision, goals, and values. When you start to look at what’s not in alignment and what you don’t want to do, you’ll be able to make business and content decisions that serve the long-term vision of your brand.
Stop allowing yourself to lose track of your vision and start saying yes to the right things! (Hint: you’ll likely be saying no to a lot more things than you’re saying yes to).