I like making new year's lists and my list for my work as a marketer this year is pretty simple and short. It is to "be real". What do I mean by this? What I mean is that I believe too many of us in marketing use systematic techniques that generate a lot of activity but are not really in the best interests of your market. Here are two examples of not being real:
1. Sending unsolicited email to people that don't know you about events they have exhibited no interest in attending. How do you react when people do this to you?
2. Using marketing speak. People don't use these words in the real world.
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