In astrology, people belonging to each zodiac sign allegedly have individual inclinations in personality, relationships, and even fate according to the alignment of the stars at the time of birth. Whether or not you believe in astrology, it can be interesting to read about the different personality traits, relationship tendencies, career paths, and the various aspects of a person’s “sign.” In this series, we will approach marketing using the different characteristics of the zodiac signs.
Pisces is a water sign, with the strengths: compassion, creativity, intuition, gentleness, wisdom, and they are musically inclined. This is a no-brainer. So much of marketing encompasses so many of these traits. Let’s also take a look at Pisces’ weaknesses: fearful, overly trusting, desire to escape reality, can be a victim or a martyr.
Compassion in Marketing
How do you apply compassion to marketing? The truth is, we marketers do it every day, probably without even knowing it. If you really think about the word compassion, at its root is empathy and understanding. In a sense, compassion is putting yourself in someone else’s shoes. A good marketer will do this with every piece of marketing material she or he creates.
- We think about how the user will experience our website designs. Will the flow of the site and the content be easy to navigate? Is the text readable? Is the overall design pleasing to the eye, or are there clashing colors or fonts that will cause an unpleasant experience? We are concerned first and foremost with user experience.
- When we are creating a new logo, we think about what the end customer is looking for in a company. Are they looking for a solid, trustworthy partner or a fun, cool experience? This will influence everything from the color palette to the font selection.
Creativity in Marketing
This one couldn’t be any simpler to apply to marketing. Creativity is at the heart of design, certainly, but it’s also a key part of marketing strategy. When we create marketing campaigns, creative problem solving is incredibly important. We start with the objective and a set of goals, and from there we develop a strategy of how to best reach those goals. The content development and design process is inherently creative, but applying creative thinking to public relations, media buying, and even management reporting can make all the difference between success and failure.
For example, in one client’s marketing mix, we reallocated a portion of their budget to create more digital ads with analytics. Our rationale for this move is to get a better sense of keyword performance from the digital advertising analytics and then apply those top performing keywords to other parts of the campaign to step up organic web traffic and eventually increase leads, sales, and ultimately revenue.
Intuition in Marketing
Intuition is defined as quick and ready insight or the immediate apprehension or cognition of something, without the need for conscious reasoning. It is one of those “soft skills” that thought leaders are tossing around a lot lately. How do we apply our intuition to a design project? Number one: WE LISTEN. We ask a lot of questions, and then we listen. We ask for a client’s favorite examples, and then we listen. We spend a lot of time listening, watching, notating reactions, passions, subtle hints. During this discovery process, we are experiencing what the client shares and says without judgment. Once we’ve collected our notations from this discovery meeting, we let the full weight of the experience set in and start the process of design or strategy outline. When you’ve spent the entire meeting listening, often there is little need to spend hours toiling over the next step. Sometimes it will even begin to manifest itself during the meeting so that it flows, intuitively, onto the page.
Avoid: Fear in Marketing
As in any business, fear is crippling to marketing and is to be avoided at all costs. Marketing is one of the fastest moving industries – the technology, applications, solutions, and tools are constantly evolving. This is no place for fear. A marketer must be curious, not fearful. You must be willing to try a new shiny tool and have the confidence to either adopt or discard it. You must trust your instincts when you make these decisions, and don’t be afraid to consult with colleagues, read up, take a course! Forge on, be spontaneous, educate yourself constantly – these are some ways to crush fear and thrive in the marketing world.
Avoid: Playing the Victim in Marketing
Let’s frame this from the perspective of online reputation management. Without going into great detail about this topic, which you can read more about HERE, we will touch on the one item that is most relevant to the Pisces victim role. That is – don’t respond to negative reviews or comments with anger, defensiveness, excuses, or any other immature chaff. This is placing yourself in the role of being the victim of someone else’s negativity. This type of response often leads to a pathetic comment battle, in which nothing is accomplished, except that your business looks petty and ridiculous. Instead, play the role of responsible, concerned customer service professional who wants to turn the negative into a positive.
By reacting in an authentic tone that shows that #1 – you want to try to make this right, #2 – you accept responsibility for the mistake and #3 – you plan on using the incident to improve future customer experience, you will often gain the trust and appreciation of the dissatisfied client. In some cases you will turn them into a raving fan. However, even if they are still not happy, at least you’ve demonstrated to other potential clients that you handle sensitive situations with genuine concern and the desire to improve.
We hope that you can take some of the above recommendations and apply them to your business or marketing plan. Stay tuned for the next zodiac sign, fiery Aries!