February 7, 2019

Marketing for the Unmarketables

I do a number of things that don’t fit into black and white boxes.

I was asked by a medical professional fairly recently whether I smoked. Without thinking, I told her I smoked 1.5 cigars per year – on average – but sometimes none at all. And maybe a cigarette or two if I ever get stinkingly drunk and stay out all night. I decided not to mention the spliff in Amsterdam.

“But… do you smoke?” she repeated, staring at me.

“No, not really,” I replied.

“I’ll just put no,” she said drily.

I’ve tried to push myself into many moulds in recent years, and I don’t fit in any of them.

I’m a pay per click expert, but not a pay per click person.

I’m a CRM expert, meaning I know more about it than your average punter. But I’m not really a systems person, and when you strip it back CRM is all about systems and not so much about technology, gadgets or automation.

I’m a writer, definitely, but not really a copywriter. Not in the sense most people think of. I don’t even like reading copywriting books very much.

When all else fails I tell people I ‘work in marketing’. Which is true at a very high level, but false in the way most people think of it. I don’t even like marketing very much, or at least the way most marketing is carried out.

I realise all of these things when I go to conferences, and see real out-and-out experts talking about PPC, CRM or copywriting, or whatever. People who hyper-specialise in a particular area, like the system we live in trains you to do. I sometimes feel envious of these people… only to realise they’re normally envious of me.

As soon as you take a multi-disciplinary approach to something, you’re in the grey zone. You’re no longer a smoker, nor a non-smoker. Easy conversations about what you do dry up. But meaningful conversations about work start to appear, if you can spot them.

I’ve noticed in hindsight that the clients I do the best work for also live in the grey zone. They’re not usually out-and-out anythings. If they were, they’d be going to Upwork for help, not coming to me.

I probably need to trademark that, and make it my next domain name (haha). Grey Zone Marketing: Marketing for the Unmarketables.

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.

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