Thursday, 10 November 2011

Doin' it for myself

Advertising agencies are notoriously bad at doing their own marketing. With one or two notable exceptions, who grab a unique bit of something and stick with it, most of the positionings and marketing efforts adopted are pretty much interchangeable. It's rather like those doctors who are useless at diagnosing their own ailments.

Now I am in the position where I must roll up my sleeves and market something that I have produced. Without getting into a virtual game of charades, it's a book.

And what I've discovered - or maybe knew all along - is that having the ideas, putting together the theory, the grand plan is the easy bit. Where I know I am going to lose sleep is over the nitty-gritty. How much does that cost, exactly? Should I get that set up before I - or? Which bits need to be linked to what, and in what order?

Maybe all Planners should spend more time doing rather than thinking.

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