In marketing, we’re fixated on metrics.
It makes sense. It works. But it’s also very easy to get lost in the chase for numbers.
The obsession with numbers overshadows key aspects of the craft – the narrative and the resonance.
To know whether our efforts are working, we need to hit the targets and track them. But that can be at the expense of the story that connects with the audience; the one that invites them to believe in your brand and your vision.
Celebrate the quick wins. Celebrate the good numbers. Just remember the long game, the one that’s hard to track.
Building a brand and an audience that lasts isn’t swift or easy. Fostering trust and loyalty by conveying your values is very, very hard.
Showing your downfalls is daunting. You feel vulnerable, you’re airing out your weaknesses.
And it works.
People relate.
People connect.
People like to see the good AND the bad because it mirrors everyday experiences.
So invest in the enduring story.
You won’t see the results on a spreadsheet, but you’ll see the bond with your audience.
Don’t lose sight of the narrative. Don’t just do what sells.
Do what builds, too.
Have you ever gotten lost in the numbers game? How did you get out of it?