Don’t let your marketing become ‘Tyranny of the Urgent’

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Are you balancing the important marketing with the urgent marketing?

I was talking to a business owner this afternoon, when she used the phrase “tyranny of the urgent.” It got me thinking about how business is run, sales are made, and marketing is planned and executed.

In Charles Hummel’s 1967 essay Tryanny of the Urgent, one important point Hummel makes is striking a balance between what is considered urgent, and what is considered important. This issue is really all about time management. As a cotton mill manager once told Hummel “Your greatest danger is letting the urgent things crowd out the important.”

What are examples of urgent marketing?

Business owners are under pressure to increase sales, make payroll, handle employees, and many other things. Under this pressure, marketing that I would consider urgent is any type of marketing that is reactionary. When a competitor runs a coupon, you run a coupon. When a car dealer runs a giant inventory reduction sale (which by the way is cliche…because what sale isn’t meant to reduce inventory?)…they are trying to make a month-end sales quota. This is urgent (and reactionary) marketing. Selling price before value…another example of urgent marketing. It’s looking for the quick-fix, the quick buck, the easy sale.

What are examples of important marketing?

Important marketing is, at times, going back to the basics. It is creating, and maintaining, your customer list. It is making sure you have your graphics, logo, and pictures organized on a disk for easy access when marketing materials are needed. It is building a marketing plan, so that you can be proactive, rather than reactive. It also keeps you on budget. Important marketing is building a website rich with content, and search-engine optimized, so that you can start the marketing process to your customers before they become your customers.

6 things you can do to shift marketing priorities from urgent to important

  • Write a marketing plan.
  • Organize your business logos and pictures into one easy-to-find place.
  • Get your database of customers updated
  • Do a website evaluation…is your website doing what you need it to do?
  • Consider getting professional marketing services. The small business owner can’t do it all themselves. Consultants of any kind bring valuable outside opinions and experience to the table.
  • Begin each week with a list of the most important things that will grow your business. Create another list of the tasks for the week. Schedule time with yourself to work on the first list.

One of my favorite phrases is: Business is a series of interruptions…interrupted by more interruptions.

Let’s all try to get out of the interruption trap. Ever go through a day and know you worked hard, but thinking back, can’t remember what you accomplished? Yeah, it happens to me too. Remember, it’s not about time. We all have the same about of time…24-hours per day, 7 days per week. It is about the priorities.

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Chris Mitchell is the President and Founder of 25-8 Marketing, Inc, a full service advertising agency in Elk River, Minnesota. He plans and implements marketing programs for small to medium-sized businesses. Mitchell is a consultant, speaker and author and has worked with hundreds of companies. He has over 20 years of real-world advertising experience, and understands the marketing challenges of the small business owner.


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2 responses to “Don’t let your marketing become ‘Tyranny of the Urgent’

  1. It’s funny. I was just talking about reactionary marketing practices with a few people today. So many companies do this. And, it isn’t just the small ones. After a while, consumers see one company offering something, and they know (or assume) that others will follow. Soon, consumers are programmed to not purchase on value, but wait for the price to drop or the next “Special offer”. Then, the entire market for that product is one of a war of who can outlast the other. And, before you know it, the product suffers to keep the price low.

    Great post!

  2. 258marketing

    David – thanks for your comment. It’s easy to get caught up in the heat of the moment, putting out marketing fires, and reacting…rather than trying to be proactive. Like you said…the price soon becomes the defining factor.

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