Monday, October 31, 2011

Are You A Marketing Guru Or A Marketing Moron?

1.      Marketing gurus dig their wells before they are thirsty, always thinking ahead and planning
            accordingly.  Marketing morons make no plans, thus, a plan to fail.

2.      Marketing gurus communicate well, often, and in a variety of ways.  Marketing morons give up after an e-mail blast yields a few results.

3.      Marketing gurus get others involved in their efforts, tapping into their network of contacts, trading favors, or paying others to help them. Marketing morons try to do everything on their own, either out of misguided pride, misinformation, or thriftiness.

4.      Marketing gurus change strategies early and often and readily admit there’s more than one road to get to where they want to be. Marketing morons stick too long with a failed strategy merely because they think it should work or because they feel too invested to walk away.

5.      Marketing gurus constantly learn, observe, ask questions, and experiment.  Marketing morons think they know it all.

6.      Marketing gurus will copy what works for others.  Marketing morons want to be original in their efforts, even if the payoff is low.

7.      Marketing gurus are opportunistic, seizing upon opportunities that arise – or that they can seek out.  Marketing morons are so focused on their singular way of doing something that they aren’t even aware of the environment of opportunity surrounding them.

8.      Marketing gurus ask what if and tinker with a variety of possible scenarios. Marketing morons stick to their rigid ways and don’t contemplate other possibilities.

9.      Marketing gurus don’t wait for the right marketplace to appear and they don’t ask anyone for permission to succeed.  Marketing morons hold out for perfect conditions or believe they need someone else to validate their efforts.

10.  Marketing gurus try a little harder, work a little longer, solicit a few more people than most others.  Marketing morons complain more than take action and give up just before making a sale.

11.  Marketing gurus are confident, optimistic and always smiling – even when they have little reason to do so.  Marketing morons lack a game face and are depressed in a costume of defeat.

12.  Marketing gurus take chances and embrace risk.  Marketing morons are conservative and uncomfortable with possibly losing even a peanut for a potential gold rush.

13.  Marketing gurus will exploit today’s trends, fashions and favorites.  Marketing morons will be married to their own ideas even if they are counter to what’s popular.

14.  Marketing gurus have big egos but they work smart to feed the big ego by being successful.  Marketing morons think they deserve to be successful but don’t invest in the time or resources to validate their beliefs.

15.  Marketing gurus never, ever lie but do a great job in painting a positive truth, or raising hopes, of playing to people’s wants and desires, and of making others feel like winners.  Marketing morons focus on themselves and not on those they need to win over and service.

6 Points With  Editor Anita Diggs

Anita Diggs founded her own editorial service company, Diggs Editorial Services. She participated in an online interview several months ago – please see below. For more information, please consult:

1.      Many editors and  coaches are focused on what they would like the work to be instead of  focusing on the writer's goals.  Writers trust me because my advice and suggestions are always based on their objectives. 

2.      When I was a book publicist, I managed a lot of multi-city tours.  For each city, I had to land a bookstore reading/signing, local TV talk show, a radio show and a print interview. There are not many local TV shows anymore and publishers  don't spend a lot of money on tours unless they are dealing with a celebrity or a bestselling author.  I think that unless a writer falls into one of those categories, he must really hustle and  also hire outside marketing assistance. 

3.      I think that the publishing industry is going to change drastically in the next 5-10 years.  The low price point of digital books means less money coming into a publishing house, which will lead to less people on staff. The major publishing houses will take very few chances on writers who don't have a track record. In addition, departments, like editing and publicity will disappear and that work will be outsourced. 

4.      I love reading books. I love talking about books and it is great to be in an industry where everyone else understands my passion.

5.      I spent 10 years as a book publicist (Ballantine, Dutton/Plume, Warner) and seven years as a book editor (Warner, Ballantine/One World, Thunder's Mouth Press).  Publicity is definitely more challenging because you have to convince producers and reporters to pay attention to the book you're working on. Meanwhile, they are getting dozens of calls from other publicists who are also pitching story ideas to them.  As an editor, you only have to convince one person (the author) that your ideas are terrific.

6.      I left the book publishing industry for a time and worked as a magazine feature editor.  I found myself fielding calls and reading pitches from dozens of publicists every day.  I was kind and gracious to all of them because I had spent a decade as a publicist and understood the pressures of the job.  I definitely preferred being on the media side of the fence.

Brian Feinblum’s views, opinions, and ideas expressed in this blog are his alone and not that of his employer. You can follow him on Twitter @theprexpert and email him at He feels more important when discussed in the third-person.

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