N is for Not an asshole
We have to confess, we struggled a little with “N” for our B-R-A-I-N-S acronym of marketing tips.
We could have gone “numerical”. And numbers are important in marking. But hey, we already had analytical and sales oriented in the mix, and we felt we were well covered on that side of the business.
So, we were a little creative and innovative ourself, and we’ve gone with the “not an asshole”.
To be honest, we stole this concept from the NZ All Blacks rugby team, probably the most successful sports team in the world.
They have a rule that in their team, they work as one unified team.
There’s no star players, no prima donnas, they work towards the collective goal. Anyone who is an asshole, does’t last in the team. They shape up or they ship out.
Marketers who fail the test
We’ve met a ton of marketers who unfortunately would fail this test.
The ones who feel the need to call themselves strategists for a start. There’s also the ones who talk all the time and never take the time to listen to others.
And those super Type A personalities who steamroller over everyone else in the business, you don’t want to be one of those.
And yes, those ones who kill you slowly with hundred page long Powerpoint presentations and never take a decision, those ones you want to avoid.
In fact, read our article on the three monkeys of marketing to find out more about how not to be an asshole in marketing.
Marketing to non-marketers
And then there’s the way that marketers engage others in the business.
People who work in marketing can often have a blindspot on how they market themselves. Marketing as a subject can have a lot of jargon and terminology that can be alienating to non-marketers.
So the penultimate of our marketings tip is to really focus on how not to sound like a marketer all the time. Because, often that makes you sound like an asshole.
In many cases as a marketer, you need to work with other functions or agencies who do not think the way you do.
Work out how to convey your message in simple, clear terms. It is one of the most impactful marketing skills you can develop. You can read more of our thoughts on the subject of marketing to non-marketers in this article.
And even with all this, you still have to take into account the more general types of asshole behaviour you find in some businesses.
The managers who play politician rather than business leader. The one who are so focussed on their career progression, they don’t care who gets in the way.
Here’s the thing for a marketer though. We think the brands you develop are influenced by the way you work. By the way you think and the way you operate.
So, if there is the whiff of asshole behaviour about you, then the same’s going to be true for your brand.
Nobody’s perfect, but we’ve usually found the most average and mediocre brands are run by assholes. And the truly great brands are run by the one who are genuine team players and who truly use their brains.