How To Be An Original Marketer?

Be an authentic thinker in your field

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1. Start From Ground-Zero

Whenever I was handed a problem to work on, I always jumped to the execution part without even thinking “why are we doing it in the first place?”

The Emphasis Should Not Be On The Solution But The Problem.

Starting from Ground-Zero means questioning the origination of a problem, why did it come into existence? Once you start asking yourself the “whys”, you will relate to the problem in-depth, which in turn will lead you to identify major hurdles in solving it. The emphasis should not be on the solution but the problem. This also helps the team involved in finding a solution to be on the same page.

2. Generate And Eliminate

You can’t create a remarkable idea by just thinking about one idea, you need multiple. The best advertising copywriters in the industry deal with on an average 5–6 ideas per campaign after eliminating most of the initial ideas.

The benefit of generating multiple ideas is one, obviously, it gives way to more nuanced and better ideas.

One of the public figures for multiple failed ideas includes James Dyson, the inventor of bagless vacuum cleaners. Dyson failed 5000 times with inefficient prototypes before coming up with the one that worked. As I pointed out above, once we have identified the problem, we have to brainstorm consistently to land upon the one which is workable.

  1. What tools or materials can be used as a substitute to improve the product?
  2. Can we combine something with this idea to maximize its impact?
  3. What are some situations in which this idea could be modified or adapted?
  4. Is it moldable or can we modify the idea if necessary?
  5. Can we use this idea in more than one situation or apart from its original function?
  6. How can we simplify the idea?
  7. Can we reorganize this idea?

3. Pursue The Disagreements

Most of us might have heard about the ‘Confirmation Bias’, it occurs when we seek evidence to prove our favorability while ignoring the ones that contradict our belief. Originality demands the contribution of contradicting views to understand if we are headed in the right direction.

People who are involved in the project should reason more until the consensus is reached.

Moreover, acknowledging the disagreements helps us understand the obstacle in our planning. One way to identify the actual contradicting views is to play good-cop & bad-cop, but ensure that the bad-cop is someone who disagrees with your opinion for real. In simple words, people who are involved in the project should reason more until the consensus is reached. Also, it avoids the objections which might be raised by your consumers you hit the market.

  1. Leaving my emotional side before entering the meeting room.
  2. Thinking before speaking, most of the time not speaking at all but listening to understand their point of view.
  3. Allowing time for debate, coming up with three important outcomes, and consensus voting.

4. Make It Easy To Understand

Do you use a lot of adjectives while presenting your idea? One important thing which I have learnt in my career is to never use over the top adjectives for your own ideas, let the audience do it for you.

Ask what is the ‘one central idea’ which I want the people to know?

I was once asked to explain the ‘internet cloud storage’ to a 4-year old. Now the 5-year old doesn’t understand the nitty-gritty of technology but he/she knows how to turn on youtube or heck even cast it to streaming devices. The point is if your idea is not easily understandable, how are you planning to explain to each one of your consumers? Well, people have stuff to do, right?

5. Embrace The Worst-Case Scenario

I mentioned ‘Confirmation Bias’ above, this is where it plays the most significant role. We tend to lean on to the positive outcomes of our efforts, which is natural for humans but assuming the worst doesn’t do any harm, instead, it prepares us for the failure.

It helps to focus on the macros (long-term picture), plan-Bs because again we are humans, no plan can be fool-proof right?

A few days before the coronavirus pandemic hit the world really hard, my team had presented an extensive brand marketing plan for the year 2020. Soon the countrywide lockdown was announced and our expenses were cut short, I won’t say that we were fully prepared for it but assuming the worst we bounced back quickly on the alternate plan. This way we were able to reach out to most of our existing consumers by providing timely help while keeping ahead of the businesses who were in the pipeline.

Conclusion

We all are born original but while surviving in the world full of competitions, we often forget to trust our instincts. Just as you can train yourself into doing analytical work, you can also train yourself into thinking creatively, all you have to do is pay attention, take a look around. Try to see the world from your perspective not what the media or your people say. Involve in deep practice, pick up a skill and try to perfect it, you will fail initially, aim to fail fast and fail better until you get what you want.

  1. Think about where it all started!
  2. Produce more ideas and select the best ones.
  3. Agree to disagree, intelligently.
  4. Explain it to a child.
  5. Assume the worst and prepare for it.

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Ashana Jha

Goal Digger |Marketer at Airmeet| SaaS Marketing | Podcast Producer | Avid Reader | Backpacker |