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July 10, 2009 / jasonpinto

Put a ring on it

Usually, there is not a lot to be excited about when you are visiting a dentist or doctor’s office.

However, for whatever reason, I always look forward to perusing the reading material they lay out in the waiting room. A lot of times, it’s because they  have the magazines that I really wouldn’t buy… but that I find to be entertaining. It might be People or US Weekly, for example. Or other magazines that have good content (ESPN, MacWorld), but that I just do not buy too often.

Those magazines are easy-reads…. you can flip, look at pictures, read funny headlines, and be satisfied.

Then, there’s The New Yorker. It is one of my favorite magazines… But aside from the “Talk of the Town” section, I do not think you can say that it’s an easy read.

It takes commitment to read an article in The New Yorker,  never mind the entire issue.

In the end though, it’s worth it. You will come away well-informed. You’ll discover new authors, new things about the world, and new ways to think.

Marketing can be a lot like that sometimes. There are absolutely things that are easier to do than others.

  • It’s easy to create a Twitter account.
  • It’s easy to create a blog.
  • It’s kind of easy to create and send out one postcard or one email to your target audience.

But then there are activities that take a bit of extra effort. They require you to commit.

  • It takes commitment to be consistent on Twitter, to develop a following, and to share useful information.
  • It takes commitment to read and comment on other people’s blogs, and to not allow distractions to get in the way of you posting to your own blog.
  • And it takes commitment to execute multi-channel marketing campaigns, that may involve reaching out to your customers and prospects multiple times.

In the end, just like reading The New Yorker, that type of increased activity and commitment will prove to be rewarding.

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