“I will stop myself from saying negative things.
I will stop myself from trying to win every argument.”

These are some of my past personal New Year’s Un-Resolutions.

I’m not really good with New Year Resolutions. I’ve never been able to choose a few really good things to resolve to do and remember them, much less stick with them. For me, it works better if I pick a few things to stop doing — like trying to stop myself every time I start to say something negative, or trying to stop myself from trying to win every argument. (Our whole office wore rubber bands around our wrists last year for this purpose, and snapped them whenever we caught ourselves backsliding.)

And so because I just can’t stop myself from thinking along those lines at this time of year, I offer below my list of 2008 Marketing Un-Resolutions for you.

Three Things to Resolve NOT to do in 2008
Repeat after me:

1. “I will not jump on every new trend.”
Have you made some good marketing decisions in the past year? Do you have a plan to move your organization in a particular direction? Have you accomplished some good work on your brand? If so, stay the course. Give your plans some time to work. One of the biggest problems we see with failed marketing initiatives is a lack of focus and commitment.

After doing all the work to get a marketing initiative started, it’s easy to lose interest in it, especially when you see competitors doing something different or notice a new trend. You also might think your customers are tiring of your marketing and want to see something fresh (after all, that’s the way you feel after months of hard work, right?), when actually, just about the time you’re getting tired of your marketing approach is when customers are beginning to notice and relate to it. Remember, your customers aren’t seeing it and obsessing over it every day like you are. Be consistent, give them something familiar to connect to. Stop jumping on every new trend.

2. “I will not try to fit in with the crowd.”
Remember in high school how difficult it was to be different, and how much you wanted to fit in with the crowd? As you got older, you realized the value of being yourself. It’s the same way with organizations.

It’s still tempting to look to your competitors, to the industry, and try to fit in. To do what’s expected, to fit the industry norm (our website should be like this, we should do this type of marketing) — you’ll be respected that way, right? But that’s not what positioning and differentiation are all about, and it won’t help you break out above the pack.

You need to look outside of your industry for inspiration, and your organization needs to be authentic. You need a point of differentiation that is unique to your business that your competitors can’t also claim. If you are authentically “you,” that’s something no other organization can be. Be yourself. Stop trying to fit in with the crowd.

3. “I will not ‘keep a stiff upper lip’.”
You know, keep a straight face, do your duty and don’t show emotion. Even the proper British have relaxed their standards on this one, and their “footballers” sometimes cry in public when they lose. It’s still difficult for businesses, though, to show true character and personality.

Many organizations continue to hide any human traits behind thick walls, preferring instead to let their products and services do the heavy lifting. This, I believe, is a mistake. Customers are people, and studies prove that people still like to work with people, they like to relate to people, they like to buy from people.

The biggest lesson I’ve learned in my many years of marketing is this — if organizations will be more like people when communicating, whether it’s to customers, shareholders, partners, or employees, the audience will respond. Don’t be afraid to show your organization’s human side in your marketing. Stop keeping a stiff upper lip.

[tags]marketing consistency, brand authenticity, positioning, differentiation[/tags]