This week’s quote comes from a post on Josh Spector’s website – For The Interested. The post was a list of one-sentence marketing tips that I find myself saying all the time.

It’s not that these are new ideas or things marketers don’t already know. The thing that draws me to this list is that it highlights the one-liners that I use when I’m trying to convince clients of an approach or to increase their marketing budget.

There are multiple ways to do things. When I talk with potential clients, I often get asked if the approach they’re thinking of is the “right” one. It’s a tough question to answer with limited information, but the trap I see a lot of people fall into is that they hear of another organization doing something and feel like they need to do that same thing.

While most organizations have the same problem, each organization has unique content and a unique story. One of the things my team does when we start working with an organization is to identify strengths and areas for improvement. That should be what informs your marketing strategy and why I believe each strategy needs to be unique.