Chasing perfection is like chasing the horizon.

Effectiveness Rules

Here’s the conundrum. You, I, and so many other marketers toil away at our promotional creations. Then we far too frequently engage in a back-and-forth scuffle between agency pundits, organizational stakeholders, and anyone else who cares — or dares — to interact with the project. We wrangle over word choice (or word selection? word fit?); we try to connect color choice with emotions they evoke (orange means enthusiasm, blue means calm, right? Or is that sadness?).

And we might spend hours, days, weeks, and even months trying to get it perfect. In the process, we waste time and we waste money. But what exactly is this perfect we’re trying to achieve? Someone wise said this before, and I’ve repeated it frequently – that chasing perfection is like chasing the horizon. Good luck with that.

It’s not that we shouldn’t attempt to put out the absolutely best promotional creation that we can. Far from it. But we most likely won’t get there by changing orange to blue, or by over-using our synonym software.

When devising any promotional effort, the perfection to be striving for comes about when we drastically overachieve our results goal. That’s it. Period. That’s all that matters.

So if you think the issue over whether that band of color should be blue or orange will have an effect on results, or is an important issue of brand continuity — then go to the mat and argue your point until you persevere. But if it’s just a matter of personal preference – as so many of those issues are — then give in and move on quickly. Not important.

And quickly, boldly, bravely let your promotional creations out into the world to do the work they’re intended to do. If they do what’s important and what’s essential, what comes back are more results than you ever could imagine.


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