Top Five Marketing Lessons From A Water Bottle

By Scott Lindsay

Online marketing can often take a convoluted trip through muddy waters these days. It seems for every good idea there are fifteen different nonessential add-ons that make the best-laid plans something that went to bed early and refuses to wake up.

I think the water bottle sitting on my desk right now probably has one of the best built in marketing programs I’ve seen in a while. What do I learn from marketing when I look at that bottle of water?

It’s Clear. My marketing ideas should provide similar clarity. I need to ask myself if I really understand what I want to accomplish and if I really have a detailed plan for getting there. My message needs to be clear enough so potential customers can understand the concept and feel comfortable participating without confusion.

It’s Refreshing. The execution of my marketing strategy needs to provide a cool revitalizing message that might bring a smile or allow a customer to feel good about participation. Is my marketing plan a simple rip off of something someone else is doing or have I taken the time and energy to find the unique elements to make it feel like a long cool drink on a hot day?

It’s Flexible. If I drop my water bottle it will conform to the crash and bounce back into shape. This is how my marketing plan should be. I should have enough understanding about the dynamics of marketing that if I need to spring in a new direction the plan will allow me to do that effectively. If not it might resemble the drop of a mayonnaise jar from a rooftop onto hardened cement.

Doesn’t Leave a Nasty Aftertaste. We’ve all had tap water that left a lingering aftertaste of chlorine or other less identifiable, yet undesirable tastes. I often feel this way when I follow an online shop owner through multiple hoops only to discover they have simply worked overtime to get personal information without providing anything of real substance. Any marketing plan I develop has to be customer focused. If I make the program only about what I can get then I can expect that potential customers will leave running their proverbial tongue over the roof of their mouth with a look of distaste on their face.

It’s Satisfying. One of the reasons people drink water is that it can quench their thirst better than almost anything else. When someone is incredibly thirsty they typically want water. Anything less is a poor substitution. You need to craft your marketing plan to provide a similar sense of satisfaction. If people are happy that a marketing plan didn’t rip them off imagine what a progressive customer focused program can do both for your image – and sales.

I won’t say that everything I learned about marketing I learned from a bottle of water, but the basics are there as a reminder every day. What I say. How I say it and the way I develop the tools of message sharing says a lot about me. Am I clear and does my message satisfy? This is the refreshing quest I engage in every day.

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