5 January 2026
Marketing isn’t about creating that iconic advert that has everyone gagging for your product. Nice though that might be. It’s not about a viral TikTok video that drives demand through the roof. Wonderful, if it were true. It’s not even about striking up a conversation at a networking event that leads to the deal of all deals. Optimistic at best.
What it is. What it is… and whisper this.. is something that’s a bit, well, boring. Shuuuush! Don’t spoil it. Don’t pop the balloon.
Well, it’s true. Top marketers know this, and they’re the ones laughing their heads off at the thousands of people every day who are trying to land the big one with their LinkedIn posts.
This is why:
Marketing is about is being organised, consistent and reliable. Yes, you need a vision. And a strategy and the tactical nous to put a plan together (and, believe me, that is not a given) – and, then, you need Mr (or Mrs or Miss or Ms or Mx) Reliable to deliver it.
Of course an imaginative, high profile ad campaign helps. Naturally, PR that finds editorial favour is advantageous. And a sprinkling of direct marketing won’t do any harm in demanding attention from those all-important, influential eyeballs.
But, what marketing demands, to be successful, is consistency and repetition… basically doing it day in, day out. And I mean doing the same things, repeatedly, so it has time to register and have an effect.
You might see the same things 100 times. Your would-be customers, however, maybe once or twice. It needs time. They need time.
Too often, the impatience factor messes it all up.
“It’s not fast enough.” “Everybody else is getting better results than us.” “There must be something better.”
The temptation to chop and change, to try something else can be overwhelming.
It is. And it’s wrong.
If you’ve gone to the trouble of working out a strategy and the tactics to go with it, why throw it all in the bin after six or twelve months?
Impatience drivers
I think there are two major things driving this impatience. Social media chatter and the sight of new start-ups creating massive growth in a few months.
Let’s examine these.
Social media has done more to damage marketing in such a short time as anything in the past 3,000 years.
Quite a claim. Indeed, but think about it. While there has always been a form of marketing, ever since people started to trade, it really only got into its stride in the 19th and 20th centuries, with most of the theories behind it starting to be put down on paper and studied in the second half of the last one.
Marketing as a professional discipline is relatively new and not very well understood – even by many marketers.
It has an, almost, magical feel to it; as if there’s a special secret to it that some people happen upon and others don’t. That is why many people are susceptible to spurious claims on social media such as the five or seven step ‘playbook’ (I hate that word) to success or (free) online training programmes that you can use to multiply your weekly leads at a stroke.
People laugh at the gullibility of folks in the wild west of America being taken in by snake oil salesmen of the time. And yet, here we are today watching people being taken in just the same. The modern day snake oil is digital, but the result is the same: It doesn’t work.
There is no quick fix. There are no quick wins.
Well, what about the start-ups that create massive interest in no time at all.
Of course, the start-ups.
It’s true, you do see this happen. Companies with an almost bottomless pit of money that can fund a marketing programme that would make your eyes water. They have investors who will watch millions and billions of pounds disappear before their eyes and, in five years’ time, they might get a reward. Some do, many more fail. It’s called gambling.
And here’s the thing about the ones that do succeed: They all have exceptional products or services. Even then, many fail, having spent humungous amounts of money on marketing.
Different game, different rules
For most businesses, this is just a different game and not one that they can take part in. Most businesses have to play by normal rules, with normal budgets. Their businesses aren’t spectacular. Many are fairly mundane – but, nevertheless, important – for them and for society.
We ‘need’ clothes, cars, furniture, toothbrushes, cleaning products, smart phones etc etc etc. Most of these won’t change your life, but they are important.
Even insurance, accountants, screwdrivers, ladders, buckets and mops. Not sexy, but things we need and use.
They all need marketing, but on a sensible scale and using effective methods.
So?
So, in the real world, your products and services are probably not unique. They might have some special or even unique properties, but they aren’t completely different from your competitors. And, if they are and they’re any good, you’ll soon have competitors with similar products.
What makes the difference is your marketing. To capture people new to the market and to substitute your products for your competitors, as well as trying to prevent them from doing the same to you.
You’re in it for the long haul, it’s not a sprint. It needs to be sustainable. It’s got to be more than a one trick wonder.
Your marketing needs to reflect this.
Once you’ve got your strategy, stick with it, give it time.
But what if there’s something better that might work?
Like a super cool, new social media channel? As if there aren’t many of them around.
“But what if it’s the one?” It won’t be. It never is.
Tell you what, have a look at it and consider it, but don’t just jump in with both feet. These things all take time and effort to set up and keep feeding and are often just a distraction from your day job, while giving you the illusion of ‘doing marketing’.
Is it right for your audience? Are they even on it? Or do you just like posting on popular channels to get hits, likes and shares, with no idea who’s actually ‘engaging' with you?
That’s not marketing. That’s rubbish.
I digress.
The point I’m trying to make is that 90% of marketing activity is making sure you are doing the basics. Doing the right things to give your marketing the best chance of succeeding.
The fun stuff, the creativity happens now and again, but not every day.
You need to embrace this and run with it.
Say it again
Consistency and repetition will beat off-the-wall zany, every time. It will also beat a one-off, lauded advert, a viral post on TikTok (or even LinkedIn) or the chance meeting with a major buyer, ready to give you the order of a lifetime.
Finally, to return to the title of this article.
Naturally, you want marketing that’s not boring. You want your marketing to make people sit up and take notice. You need your messages to be engaging and thought provoking, even powerful enough to motivate people to take action.
Of course you do.
It’s important to get your creative right and hone your messages so they pack a punch.
But then. When you have got that right, it’s about repetition and consistency, being seen in the right places again and again and again. And saying “no” to the distractions, ‘can’t miss’ opportunities and the ever so tempting social media sirens trying to lure you in.
