Gall’s Law says:
“A complex system that works is invariably found to have evolved from a simple system that worked. A complex system designed from scratch never works and cannot be patched up to make it work. You have to start over with a working simple system.”
Most marketing becomes complex over time. It’s especially true for bigger companies.
That doesn’t mean complexity is inherently bad. It can be an important factor for many companies.
But it does means we need to be ever-aware of the under lying simple system that produces the bulk of its success.
To me, the underlying simple system that creates most of marketing’s success is how frequently your ideal clients get exposure to you and your ideas.
It probably varies for some companies, but that’s been the most true for me and the clients I work with.
The more people see your name and ideas (via things like content, ads, whatever) the more likely they are to:
- Explore more about what you offer
- Start to like and trust you over time
- Think of you first when they need you
- Consider purchasing from you
- Refer you to others who may need you
- Engage, follow, and share your work
…plus a whole number of other benefits that ultimately drive business results.
Of course, the quality of those exposures are essential to seeing those benefits multiplied.
Brand, for example, focuses on the quality of those experiences and has a big impact on how well those impressions perform.
But ultimately, the simple underlying system that creates the most success in your marketing is creating as much exposure to your ideas as possible.
Get that part right, and you have the bulk of your success.
Make those experiences great and it will fast-track your progress.