The Journey to Better Marketing: Know Your Goals

The object of marketing is to get people to do something. It can be to donate to a cause. It can be to click on a link. It can be to buy a product or subscribe to a newsletter. Whatever it is that you want people to do is what your marketing should be directed it. If you don’t know the goal, you won’t be able to get people to do anything, and you won’t be able to measure what works and what doesn’t.

The goals need to be specific, so that they are easier to visualize and achieve. I want people to be more creative, be better problem solvers, experience more joy in life, learn something new, and be happier. Those aren’t goals that I can measure. They may also not be specific enough.

Buy a Penguin

So, how can I help people to achieve those things? If you buy a stuffed penguin, will you be happier? I hope so. I know how happy they’ve made me. So, the first goal is to sell stuffed penguins.

Buy a Book

If you buy one of my books, will you be happier? I hope so. “The Pirate Union” is a comedy. “The Adventures on the Amur” are like the Nancy Drew/Hardy Boys stories. The creativity books are designed to help you become more creative and be better problem solvers. “Polly Penguin Wants to Fly” and “There Are No Penguins in Alaska” are supposed to be fun. So, the second goal is to sell books.

Patreon, Blog, and Email List

Will supporting our Patreon, reading my blog, or joining our email list help you achieve those goals of creativity, joy and problem solving? On Patreon, you get short stories and penguins that should be comforting and funny. The blog will bring about new information that you may not already know, and our email list will make sure you don’t miss anything on the blog. It’s all an attempt to bring you more joy and creativity.

Other Goals

We’ve recently changed our slogan to “Joy. Friendship. Travel. Penguins!” That’s what we want to bring to this world in as many ways as possible. But again, they aren’t easily measured.

Are the goals I have currently too many? They need to be realistic, and I need to make sure that I don’t get overwhelmed with too many of them or with goals that are too large. Goals that are too easy or too hard aren’t realistic. You need to stretch yourself, without breaking, to achieve success. You need to believe that you can achieve the goals.

Books, coffee, penguins, Disney, travel and creativity are things that bring me happiness. I want the freedom to explore, create and build, so I can bring that happiness to you.

So, what are good goals to set? That’ll depend on the month and the activities we’ve got going on.

Adapted from the 2005 version of “Guerrilla Marketing in 30 Days.” Get the updated version of “Guerrilla Marketing in 30 Days.”