Holding your breath

Marketing is a game of patience... like holding your breath just a little longer than everyone else.

Remember playing that game when you were young: ‘How long can you hold your breath?’

Well, that’s marketing.

Sales and advertising are the exact opposite - demanding how FAST... how quickly... you can make a sale by overwhelming the reluctance and fear and need for trust the vulnerable naturally feel when risking their hard-earned money and time and reputation.

More - faster - is the game of churn and funnels and transactions and a race to the lowest cost and volume to outpace lower margins.

Patience - holding your breath - is marketing. Fighting the urge - the need - to scream and cause a sale or donation.

And in the game of outlasting another all you need to do is last a little longer to win... and then you get to breathe.

There's a time for an ask - to make a sale or push harder for a donation.

If we just sit there not breathing when we’ve won the game, we’re stupid.

Know the game we’re playing. Marketing is about seeing who can hold their breath longer... that’s all.