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Marketing

There Is No Marketing Silver Bullet

Vampire Killing Kit
By: Cliff

A few years ago everyone was preparing for the Zombiepocolypse – that never came. In the 19th century people were taken with the notion of vampires as popularized in Bram Stoker’s novel, “Dracula.” According to myth, a silver bullet was one way to kill a vampire. Whether or not a silver bullet will kill a vampire, zombie or even a werewolf is open to speculation. Yet people believed it would and so the myth has been accepted.

Silver bullets and marketing

According to Wikipedia, silver bullet has been adopted as a “general metaphor, where “silver bullet” refers to any straightforward solution perceived to have extreme effectiveness. The phrase typically appears with an expectation that some new technological development or practice will easily cure a major prevailing problem.”

Every year we hear of yet another marketing silver bullet tactic. “Just do this, and you’ll be golden.” In 2007 it was the rise of all social media. In recent times people saw Facebook Pages as the marketing silver bullet. Over the years there have been quite a few speculated to solve all marketing ills. Whether a sliver bullet will cure your marketing ills is yet another speculation.

Simplicity of concept doesn’t equal simple implementation

As human beings we are always seeking the simple, quick, one-shot solution. Why do you think the “Easy Button” became such a well known and understood campaign for Staples? It fit our mindset.

We’re prone to silver bullet thinking when it comes to weight loss, creating world peace and other complex problems — which includes marketing.

Curing what ails your marketing

In my opinion the only cure for marketing ills is careful, precise work planned to achieve specific goals. As recently as a few days ago, a sales person emailed me offering to increase my search rankings for $300 per month. And I thought perhaps that variety of vampire had gone to rest long ago.

The best way to achieve great search rankings is to create excellent content for your website, blog, and social media channels and share that content so it gains interaction and attention. Additionally there are other technical steps to take such as having an easy to navigate website with grammatically correct pages and which is fast and focused and exhibits signs of activity and life.

Similarly, when it comes to your firm’s public relations efforts, just sending out a hackneyed press release doesn’t get you earned media or attention. If you truly have a newsworthy announcement — breaking news or a significant achievement — you can be sure it will gain attention.

If you are not sure of what qualifies as a newsworthy event or announcement we’ll be glad to consult. In the meantime, quit looking for a silver bullet.

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