Intentional Marketing Beats I’ll Try Marketing
Do you want to make a big difference in your B2B marketing and sales performance? If so, adopt the practice of “intending” instead of “trying”.
Most of the time, when I ask a marketing manger to do something, I get an answer like the following:
I’ll try to find you the information you need to make this campaign work.
I’ll try to generate some leads.
I’ll try to help the sales force make their sales targets.
You get the picture. The common thread is the use of the word “try”. When someone uses this word, it means that while they are going to make an effort to do something, there are no particular expectations for the outcome. Lots of people try things that never come to fruition.
When you replace the word try with the word intention, it shifts your mindset from a focus on the effort to a focus on the outcome. Here are some intend statements to get you started:
- I intend to craft a brand promise/value proposition that is unique and powerful.
- I intend to write promotional copy that will wow the reader and motivate him or her to take action.
- I intend to achieve my lead generation targets for this campaign, month and quarter.
- I intend to see that every inbound sales lead is followed up with a personal call within 48 hours.
- I intend to do everything in my power to help our sales reps achieve their sales revenue numbers.
- I intend for my company to have the most informative, compelling and conversion-friendly website in our industry.
- I intend to create a fresh stream of relevant website copy to attract and convert prospects.
- I intend to stop using the word “try”.
In the immortal words of Yoda, “Do Or Do Not, There Is No Try!” So start intending (and doing) and stop trying (and not doing).