People are funny. We’re finicky. We’re cynical. We’re skeptical. We want what we want when we want it. We want it cheap. We want it fast. And forget delayed gratification. Whose idea was that, anyway? This is the age of now or just-in-time.
There is an irony to this month’s part of our formula. Timing is arguably the most important aspect of the right formula for marketing success, and yet, it is often the most overlooked and the least understood.
Experience tells me that most entrepreneurs simply don’t see marketing as a line item that needs to be taken as seriously as, say, their annual equipment or supply budget, and that’s a mistake. In over 20 years of working in this industry, I’ve confirmed that most entrepreneurs see marketing as an afterthought or a “necessary evil.”
Once upon a time, there was a little brand named Coca-Cola™. It was the 1920’s and Coke™ was expanding rapidly around the world. In China, shopkeepers were having a hard time spelling the product’s name in Chinese characters while keeping the same pronunciation. The literal translations of the characters, depending on the dialect, ranged from “bite the wax tadpole” to “female horse stuffed with wax.”
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