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Don't stop learning

Written by: Ross Fattori

Article Overview: The importance of staying informed about your business

Don't stop learning

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.

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Article Tags: accountant, competency, competitor, dallas mavericks, dentistry, dentists, direct mail, knowledge is power, learners, mail point, marketing person, media relations, new trends, niche marketing, old adage, owner of the dallas mavericks, point of purchase, professional obligation, related materials, subject mark



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