Don't stop learning
Don't stop learning
They have a professional obligation to stay informed about new trends and developments. They never stop learning.
Imagine a dentist who never cracked open a trade journal on dentistry, or an accountant who couldn’t be bothered learning the newest tax laws. They simply couldn’t function with any degree of competency.
Those who work in marketing and advertising should apply the same diligence in staying informed about their industry. You’ve got to really know your subject.
Mark Cuban, owner of the Dallas Mavericks, has a good quote about this: He says: “You’ve got to be willing to know your product and environment better than anybody…you’ve got to be the smartest guy in the room about your product.”
He’ right. If you claim to be a marketing specialist, then you should know your industry inside out. That means accessing industry-related materials that are targeted to your area of expertise. It means knowing your competition.
When you’re with a client, and she mentions a competitor you’ve never heard of, it sends a message. Your client may wonder why you don’t know, and what else you don’t know about your business.
Whether you specialize in branding, direct-mail, point-of-purchase, media relations or niche marketing, there are publications galore covering all of these areas, and a lot of great information is available for free.
You may have to do some digging on the subject, but once you’ve chosen the materials that are right for you, start accessing them on a regular basis.
Don’t be just another marketing person – be a marketing professional, instead. The old adage that knowledge is power still holds true. The more you know about your industry, the more indispensable you’ll be to your clients.
Dont stop learning - To learn more about this author, visit Ross Fattori's Website.
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What’s the one thing that doctors, dentists and accountants have in common? They’re life-long learners.
They have a professional obligation to stay informed about new trends and developments. They never stop learning.
Imagine a dentist who never cracked open a trade journal on dentistry, or an accountant who couldn’t be bothered learning the newest tax laws. They simply couldn’t function with any degree of competency.
Those who work in marketing and advertising should apply the same diligence in staying informed about their industry. You’ve got to really know your subject.
Mark Cuban, owner of the Dallas Mavericks, has a good quote about this: He says: “You’ve got to be willing to know your product and environment better than anybody…you’ve got to be the smartest guy in the room about your product.”
He’ right. If you claim to be a marketing specialist, then you should know your industry inside out. That means accessing industry-related materials that are targeted to your area of expertise. It means knowing your competition.
When you’re with a client, and she mentions a competitor you’ve never heard of, it sends a message. Your client may wonder why you don’t know, and what else you don’t know about your business.
Whether you specialize in branding, direct-mail, point-of-purchase, media relations or niche marketing, there are publications galore covering all of these areas, and a lot of great information is available for free.
You may have to do some digging on the subject, but once you’ve chosen the materials that are right for you, start accessing them on a regular basis.
Don’t be just another marketing person – be a marketing professional, instead. The old adage that knowledge is power still holds true. The more you know about your industry, the more indispensable you’ll be to your clients.
Dont stop learning - To learn more about this author, visit Ross Fattori's Website.
Like this article? Share it with your friends
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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