As it’s Star Wars day let’s review some wise words from our favourite Star Wars heroes to help us in our marketing work. Let’s take a look at how we can use their wisdom to influence our working lives. Or at least to brighten our Friday.
“Do. Or do not. There is no try.” – Yoda
Yoda is so wise. If you have a marketing strategy, you should whole-heartedly believe in it and give yourself no option but to deliver what you’ve said you will. If it’s thoroughly researched and you’ve fine-tuned your value proposition and your target segments, then the execution should be plain-sailing. You can definitely achieve your objectives. ‘Might’ and ‘should’ aren’t good enough. Have faith in your strategy and deliver it diligently.
“Your eyes can deceive you. Don’t trust them.” – Obi-Wan Kenobi
There is no substitution for truly knowing your product or service and understanding your customer. You can’t make assumptions based on your own experience or the feelings of your peers. The only way to know that your product or service is right for the person you’re selling it to is to ask them. Develop a customer profile based on real research. Not just statistical data and published information, but honest conversations with actual people from your target audience. Only when you have done this can you validate your beliefs and be confident in your strategy.
“In my experience there is no such thing as luck.” – Obi-Wan Kenobi
All marketers will know that marketing is hard work. It’s an endless tunnel of demand and the goalposts are always moving. There might be the odd flash of coincidence or time when something goes well that we’re not expecting, but usually, every achievement, every Facebook like and every inbound contact is a result of painstakingly accurate project delivery.
“Your focus determines your reality.” – Qui-Gon Jinn
All the successful people we look up to as marketers have relentless focus. They know exactly what they want to achieve and they dedicate their working lives to it. For Seth Godin, it’s being a linchpin. For Steve Jobs, it was breaking new territory. For me, it’s using marketing to help change lives. If you believe in what you want to do and you put your heart into it, then you will be successful. Maybe what you see as success will change over time and your career and projects will reflect this. It’s okay to be flexible. But keep returning to your values, to your own belief system, and maintain your focus for you, not for anyone else.
“Mind tricks don’t work on me.” – Watto
Honesty is the best policy. Always. If someone says ‘can you just add some spin to this’, then walk away. If you’re not honest, people will always find out, and your spin will always come back to haunt you. Stick to your word, believe in your messages and be accountable for your commitments. Believe in karma, and in always doing the right thing in your marketing. You will be rewarded for this by loyalty in the long run.
“This is a new day, a new beginning.” – Ahsoka Tano
Taking all of the above into consideration, we all have days where things don’t go as well as we planned. If yesterday was one of those days, don’t dwell on it. Brush yourself off, learn from your mistakes and move on. Today you get to start afresh. You start today wiser and bolder. Go for it, and may the fourth be with you.