Let’s Be Honest, You’re Doing It Wrong
Look, I’ve been in this game for over two decades. I’ve seen it all. The good, the bad, and the downright ugly. And honestly, most of what I see these days is ugly. I’m talking about your marketing strategy. It’s probably a joke. And that’s not me being mean, that’s me being real.
I remember back in ’98, when I was just starting out at that tiny agency in Chicago. Our big client was a local coffee shop. We didn’t have fancy tools or algorithms or any of that nonsense. We just talked to people. We asked them what they wanted. We listened. And you know what? It worked. People came in, they bought coffee, they told their friends. Simple.
Fast forward to today. Now we’ve got algorithms and AI and data this and data that. And what do we have to show for it? A bunch of marketers who can’t string a coherent sentence together, let alone connect with a human being.
Data is Great, But It’s Not Everything
Don’t get me wrong, I love data. I love seeing the numbers. But it’s not the be-all and end-all. You can’t just throw data at a problem and expect it to go away. You need to understand it. You need to interpret it. You need to use it to tell a story.
I was talking to a colleague named Dave the other day. He’s a big data guy. Loves his spreadsheets. Anyway, he’s showing me this huge dataset. Tons of numbers, all over the place. And I’m like, ‘Dave, what’s the story here?’ And he’s like, ‘Uh, well, the numbers are good?’ And I’m like, ‘No, Dave. What’s the story?’
And that’s the problem. We’ve got all this data, but we don’t know what to do with it. We don’t know how to turn it into something meaningful. We don’t know how to use it to connect with people.
The Human Element is Still Important
Let’s talk about the human element. Because, newsflash, we’re still human. We still need to connect with other humans. And that’s something that a lot of marketers seem to have forgotten.
I was at a conference in Austin last year. Big name speakers, fancy slides, all that jazz. And one of them, let’s call him Marcus, was talking about how to optimize your Facebook ads for maximum engagement. And I raised my hand and I said, ‘Marcus, what about the human element?’ And he looked at me like I had two heads.
‘The what now?’ he said.
‘The human element,’ I said. ‘You know, the part where you actually talk to people. Where you listen to them. Where you understand what they want and need.’
And he just stared at me. Like I was speaking a foreign language. Which, I guess I was. Because in the world of marketing, talking to actual humans is a foreign concept.
Stop Trying to Be Everywhere
Another thing. Stop trying to be everywhere. You don’t need to be on every social media platform known to man. You don’t need to be in every newsletter. You don’t need to be on every podcast. Pick a few things and do them well.
I’ve seen so many marketers spread themselves too thin. They’re on Twitter, Instagram, Facebook, LinkedIn, TikTok, Snapchat, and God knows what else. And they’re doing a half-assed job on all of them. And you know what? Nobody cares.
Be excellent at a few things. Be mediocre at everything else. That’s the name of the game.
And Speaking of Social Media…
Look, I get it. Social media is important. It’s a big part of marketing these days. But it’s not the only part. And it’s certainly not the most important part. And honestly, it’s getting kinda annoying. I mean, I was at this networking event last Tuesday, and all anyone could talk about was their follower count. It was like a contest or something. ‘Oh, I have 214 followers.’ ‘Oh, yeah? Well, I have 247.’ It’s ridiculous.
And another thing. Stop trying to be so perfect. Your posts don’t have to be polished masterpieces. They can be rough around the edges. They can be real. They can be human.
I remember this one time, I was working with a client. Big company, lots of money. And they were so worried about every little detail. Every post had to be perfect. Every picture had to be staged. Every word had to be vetted by a committee. And you know what? It was boring. Nobody wanted to engage with it. Because it wasn’t real. It was just a bunch of corporate speak.
So, loosen up. Be real. Be human. Be boring. Wait, no. Not boring. Be interesting. Be engaging. Be you.
Content is Still King
And while we’re on the subject of being real, let’s talk about content. Because, surprise surprise, content is still king. It always has been, it always will be. And if you’re not creating good content, you’re not gonna succeed.
But here’s the thing. Good content isn’t just about writing a bunch of words and throwing them out there. It’s about understanding your audience. It’s about understanding what they want and need. It’s about understanding what they’re interested in. And it’s about giving it to them in a way that’s engaging and interesting and, dare I say it, fun.
I was talking to a friend of mine the other day. She’s a travel blogger. And she was telling me about how she uses travel destination recommendations 2026 to plan her content. She said, ‘I look at what people are searching for, and I give it to them. But I also make sure it’s interesting. I make sure it’s engaging. I make sure it’s me.’
And that’s the key, right there. It’s got to be you. It’s got to be authentic. It’s got to be real. Because if it’s not, people are gonna see right through it. And they’re gonna tune out. And you’re gonna be left with a bunch of data and no actual humans to connect with.
Stop Chasing Trends
And finally, stop chasing trends. I know, I know. It’s tempting. Everyone’s doing it. But here’s the thing. Trends come and go. They’re here today, gone tomorrow. And if you’re constantly chasing them, you’re never gonna build anything lasting.
I remember back in the day, when everyone was obsessed with MySpace. And then it was Facebook. And then it was Twitter. And now it’s TikTok. And who knows what’s next. But here’s the thing. If you’re constantly jumping from one trend to the next, you’re never gonna build a real community. You’re never gonna build something that lasts.
So, find what works for you. Find what you’re good at. Find what you enjoy. And stick with it. Because that’s how you build something real. That’s how you build something lasting.
And that’s all I’ve got for you today. I know it’s not a comprehensive guide to marketing. I know it’s not a step-by-step plan. But honestly, who needs that? You’ve got Google for that stuff. What you need is a reality check. And that’s what I’ve given you. So, take it or leave it. But don’t say I didn’t warn you.
About the Author
Sarah Johnson has been a senior magazine editor for over 20 years. She’s worked with major publications and has a no-nonsense approach to marketing. She lives in Chicago with her cat, Mr. Whiskers, and spends her free time complaining about the lack of good coffee shops.
