It’s Time to ‘Go Rogue’ With Your Marketing in 2010
By Bob Martel, president, JMB Marketing Group
Okay. It’s the beginning of the New Year. It is time
to close the books on 2009, take some business
lessons from it, and get focused on your 2010 goals.
Ah, but the world of marketing is changing at
breakneck speed, you say? You have to follow the
herd into the cyber-abyss of social media, you say,
all while casting aside the core marketing
principles that helped you in the early days. Right.
While Sarah Palin challenges conventional thinking
in the world of politics, I want to challenge you to
go rogue with your marketing beliefs – for true
change you can believe in! Challenge all of the
conventional thinking in your organization about
every aspect of the company’s 2010 marketing plan –
and let your gut be your guide. Take your thinking
back to the basics of human persuasion and influence
and look at how your marketing efforts are moving
people to buy your products and services – and what
exactly they believe they are buying. What is the
perceived value? Are you giving them what they want?
Do you know what they really think they are buying?
A rogue marketer is passionate about delivering
perceived value, building trust and confidence in
the products, services and the brand, and knows how
and when to break the traditional rules of smart
marketing for better results. It’s time for you to
go rogue and make this year great!
Here are a seven ‘rogue’ marketing resolutions I’d
like to offer, good for any business, to complement
those you have already made for 2010!
1. What is old is new again. Resolve to focus
on the fundamentals of marketing and cling to them
as you delve into the realm of social media. Become
‘best in class’ in your industry and resolve to pay
attention to marketing concepts used in other
industries. Keep in mind, whether you market to
businesses or consumers, you are still trying to
persuade people to make a purchase decision. Dare to
innovate your marketing…while holding onto what
Your ‘way forward’ in 2010, from a rogue marketer’s
standpoint, requires some bold new thinking about
how you build perceived value, trust, and
confidence. Here’s a bold, rogue idea – pick up the
phone today and call your five most important
customers. Then do the same with five important
customers who stopped doing business with you. Ask
the hard questions, listen, and act.
2. Why should anyone do business with you?
Make 2010 the year that you finally craft an
‘elevator speech’ that makes prospects take notice
and creates bona fide interest in the value your
company offers. Tug at their heartstrings, tap into
their desires, and their wallets will open! Punch up
your language and appeal to their innermost wants,
desires, frustrations, and worries. Use the trigger
words that lead people to ethical action: please;
thank you; now; because; don’t; and imagine.
3. Deliver the social proof that you deliver
exceptional value. In fact, leverage all of the
proven concepts in marketing psychology including
the law of reciprocity, the law of authority, the
law of scarcity, and the law of gravity. Okay, I was
kidding about the last one. Don’t be afraid to tap
into the fear factors, the greed, and the dangers
your prospects fret over. They are very powerful
4. Make 2010 the year you decide to master the
use of direct mail in your business. Email has
its place, but do not discard the proper use of
newsletters, sales letters, postcards, and
dimensional mail. Learn how to mail properly so that
you maximize impact and
control postage costs at the
same time. If your business is all local, learn how
to use the mail (and
database/mapping tools) to
pinpoint your best prospects in target
neighborhoods. Start with carrier route marketing.
Grab my report: 34 Reasons to Write A Sales Letter
to Your Best Customers.
5. Resolve to dabble in social media, but do not
put all of your marketing eggs in this basket.
Call me a cynic, but I really don’t think that
LinkedIn are the
be all and
end all for your marketing strategy. Yes, explore,
study, and test – but be sure you have the
fundamentals of good marketing down first. I have
seen too many business owners jump on the social
media bandwagon and toss traditional marketing
programs out the window. Proceed carefully. The
medium is not the message.
6. Do the obvious marketing work very well.
Get a good grip on the reasons customers buy and
come back for more, why customers have left you, and
why some people simply say ‘no’ to your company’s
sales people. You do conduct win/loss analysis,
right? A rogue marketer will challenge their beliefs
with an open mind about seeking the truth about
customer behavior, and take bold action to eliminate
7. Avoid the ‘failure to launch’ syndrome!
Direct mail only works if you actually put it in the
postal system! You won’t get your letter delivered,
opened, read, and acted upon if you have too many
fingers in the pie. It will never get mailed!
The economy is going to bounce back slowly and as it
does, you will still have to watch your bottom line
closely and manage your profit margins. So, what is
a capitalistic entrepreneur supposed to do? You
really have no choice but to go rogue in 2010, stop
following your competitors’ marketing strategies
(which may not necessarily be working well), and
take some bold steps to generate all of the business
you can handle in the New Year. Who knows, you may
even create a few new jobs.
One last thing. This is important. Your business is
filled with an abundance of gold, sapphires,
diamonds and rubies, and you should know where to
find them. I promise. Go read that classic: Acres of
Diamonds by Russell Conwell, the founder of Temple
University. Resolve to read one business book per
week in 2010, some of the old classics, and some by
today’s best thinkers. While you are at it, add Og
Mandino, John Caples, Norman Vincent Peale, and Joe
Girard to your authors list.
Your family, your employees, and your vendors, are
all counting on your marketing success in 2010. They
all need your hard earned money! Remember to go
rogue with your marketing and try some new
initiatives this year. I have prepared 27 rogue
marketing secrets in a Powerpoint presentation which
I would be glad to send via email, on request.
Happy New Year!
---Source: Bob Martel is a marketing
consultant, direct marketing copywriter, and author
of the book “How to Create All of the Business You
Can Handle.” Subscribe to his monthly newsletter:
With Ease. Reach him at (508) 481-8383 or by
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