Sometimes when it comes to our marketing strategy and solutions, we simply need some inspiration. Some words of wisdom to give us a fresh perspective and help us approach things from a different angle.
There are countless marketing-related quotes out there and lists of marketing quotes, so I decided to do something a bit different. I posted a question in a fantastic Facebook group full of marketers from all different backgrounds, industries, and locations asking them to share any favorite quotes, advice, or lessons they’ve learned over the years.
The list of 19 quotes below includes a mix of quotes by renowned individuals as well as several pieces of advice from everyday marketing pros. Whether you’re in marketing or you’re simply a business owner trying to manage your own marketing, these tidbits can provide you with the jump start you need to spark new life into your marketing strategy.
On Simplicity
Something many business owners tend to forget as they start marketing is that it doesn’t need to be complicated. In fact, simplicity is often the most effective way to connect with your ideal customer!
K.I.S.S.: Keep it simple, stupid.
You’ve likely heard this or a variation of it at some point in your life, but did you know this phrase was initially a design principle noted by U.S. Navy in 1960?
The main idea of the saying is that most design systems work best if they are kept simple rather than made complicated. The same can be said for your marketing strategy. The simpler you make that ad campaign or email promotion, the easier it will be for customers to understand—and the more likely you’ll be to convert!
“Done is better than perfect.” -Sheryl Sandberg
Based on my research, Sheryl Sandberg, COO of Facebook, was most commonly credited with this quote.
This and variations of the sentiment were shared by multiple people when I polled them, and it’s easy to see why. We get so caught up in perfection, but it can often be the biggest obstacle to progress! Sometimes good has to be good enough. So share that social media post, send that email blast, and run that campaign. Either way, move the needle forward.
And this is coming from a recovering perfectionist.
On Strategy
Nothing like watching a company take the good old shotgun approach when it comes to their marketing. And if you want to know one thing that makes marketers pull their hair out, it’s working with business owners and execs who plow forward with no planning and strategy.
“A lot of people seem to approach marketing with the spaghetti test: Try it all, throw it against the wall, and see what sticks.” -Teajai K.
Instead of guessing, take time to develop a plan that is going to work and not waste your time and money! This means taking the time to assess your options, look at all sides of that next marketing idea, and determine what you need to do it WELL and deliver quality to your customers.
“Marketing without data is like driving with your eyes closed.” -Dan Zarrella
Marketing is more than creative and design work. You need to analyze the data for a full picture of how your marketing efforts are paying off.
What is working well? What needs improvement? Where is there room for opportunity and growth? Is your audience responding to those marketing efforts? How so?
On Managing Quality & Expectations
One important ingredient in good marketing is setting realistic expectations for and portraying the quality you offer to your clients.
“Manage your client’s expectations.” -Jurena C.
This thought can be taken in two ways in regards to marketing and business: For marketers managing their own clients’ expectations, and for any business managing both existing and potential customer expectations through their marketing.
In other words, be clear about what your ideal customer can expect when they use your services or products.
“One of my early mentors taught me this one about being aspirational but also scrappy: ‘Ask for what you want, and work with what you get.” -Mina Z.
These words of wisdom could apply to so many situations of marketing, business, and life. Overall, it’s a good reminder to be clear about our needs and expectations, but resourceful and creative with our solutions.
“Fast, cheap, and good...pick two. If it’s fast and cheap, it won’t be good. If it’s cheap and good, it won’t be fast. If it’s fast and good, it won’t be cheap.” -Jim Jarmusch
Raise your hand if you constantly struggle with showing your target audience the value of your offering and how much blood, sweat, and tears go into it. *Thrusts hand emphatically toward the heavens*
I continue to learn how to educate prospects and set expectations when it comes to the time, value, and quality of what they are looking for. It’s not always easy, but it’s important to be upfront with your audience. As noted above, setting expectations can make all the difference in creating a positive or negative customer experience. When you do, you will also receive appropriate compensation for your product or service without reservation.
On Knowing Your Audience
Whether you’re a life coach, e-commerce shop, or human resources consultant, you need to know your audience. You may have several demographics and buyer personas, which you need to consider in your various marketing channels. But as long as you know each of them well, you can target them effectively.
“The most important thing is a hungry market, not a brilliant burger.” -Gary Halbert
It doesn’t matter what amazing product or service you’re selling. What matters is that there is an audience for it!
Chances are, there is a market for what you have to offer. You just need to find it...which means you need to know where to find it...which means you need to know who your dream customer is, what they like, and where they hang out.
“When you speak to everyone, you speak to no one.” -Meredith Hill
Thanks to Rachel D. for suggesting this quote! Rachel noted that identifying target markets, prioritization, and segmentation is critical. This allows you to speak and sell to them in their language. When you have a clear picture of your ideal buyer persona(s), you will have much more success at creating leads and generating conversions.
“The riches are in the niches.” -Unknown
Again, you need to get specific with your business and audience. When you know your niche, you will know how to speak to your target audience’s exact problems and the solutions they want. You’ll also become recognized as an expert in your niche, which in turn will help you generate more business.
“Good marketing makes the company look smart. Great marketing makes the customer feel smart.” -Joe Chernov
When you know your ideal customer, you can bring them into your brand story and make them the hero. You can show them how your product or service will help them succeed. Show them how they are savvy for choosing your particular solution and what life will look like after purchasing from or working with you.
On Specific Areas of Marketing
“Branding is what people say about you when you’re not in the room.” -Jeff Bezos
Good branding is so much more than a sleek color scheme and font selection. Your brand is both your style, how you address your audience, and how you make them feel. It is what your business is all about and how people identify you.
“What separates good content from great content is a willingness to take risks and push the envelope.” -Brian Halligan
In other words, what are you doing differently? What are you trying that is new? What new, valuable information are you providing your audience?
We are inundated with content daily. Creating unique content that your competition is not is a great way to stand out and show your prospective customers that you are listening.
“When I’m coaching people who are new to social media, I tell them I have to paraphrase Dolly Parton because it takes a lot of planning and intentional work to look this effortless and carefree on social media.” -Sarah S.H.
Sarah, all I can say is that I feel you. Entrepreneurs running their own social and professional social media managers alike will tell you that it is a LOT of work. It requires planning and consistency to create a cohesive social media presence and reach the right people on the right platforms.
Not to mention, social media content MUST be genuine. Your audience will see right through you if you’re not! Carefully curating content in a way that is authentic is both a science and an art.
“My favorite way of remembering design principles:
C - contrast
R - repetition
A - alignment
P - proximity”
-Sarah S.H.
Sarah had one more nugget of wisdom that I just thought was a fun one to keep in mind when approaching any design aspects of marketing.
“Don’t tell people you’re going into PR because you like people—cannibals like people!” -Jennifer K.
This one made me laugh, but I think Jennifer also makes an important point about being crystal clear and super specific about what you do and why.
This goes for all of us in the marketing world, as well as any business owner trying to define their “why.” Why are you different? Why should customers choose you over the competition?
On Common Sense
“I learned graphic design as a tech high school student. One of my favorite student-created posters had Jesus sat at a computer clicking ‘Save’ in Photoshop (since our building was old and prone to power outages, so the reminder was constant). The caption was simply, ‘Jesus Saves.’” -Ben H.
“If it doesn’t exist in three places, it doesn’t exist at all.” -Terese T.M.
Both of the above statements are mainly to remind us to save our work. And then save copies. Who among us has had a breakdown after a file is accidentally deleted, saved over, or lost forever due to a hardware issue? Just the thought of it gives me a mini panic attack.
“Everything is A-okay coolio beans.” -Ben Wyatt, Parks & Recreation
And a simple reminder shared by Karianne M., who noted that it’s not specific to marketing but her mantra to live by. I see what you mean, Karianne, but I think it can also serve as a reminder that there is no such thing as a life-or-death marketing emergency. In the end, it’s all going to be ok.
Did any of these marketing quotes and words of wisdom resonate with you? Let me know which ones in the comments!
And if you’re ready to move your marketing strategy forward with inspired content, schedule a complimentary consultation to find out how I can help today!