“Do as I say, not as I do” was something that my Granny said about smoking when my father was a child. It didn’t impress my father much. She did quit eventually (I think it was after the third heart attack) but died of smoking related cancer anyway. As a child when he relayed it to me it struck me as a bit daft. I was one of those vile children that believed respect needed to be earned. I think that was my parents’ fault. I remember the parents of friends saying “because I said so” and assuming they were too stupid to understand their own actions. Actually scrap that, I think it was my dad’s fault. He didn’t suffer fools at all. My mum is lovely and far more diplomatic.

To be honest I still believe all that but it’s somehow more acceptable in an adult. At any rate I’ve never given the answer “because I said so” to my stepsons and I never will.

This week I was chatting to someone I’ll call a friend (I’m never quite sure what the term is for someone I work with but who isn’t a client, “supplier” isn’t really accurate) and realised I essentially said “do as I say, not as I do” at work. Last week I was a guest speaker at a networking event on the topic of ‘Value added communication.’ One thing I covered was email signatures and how to utilise them.

Over the next few days I had several email conversations with people who had attended the event and they eagerly pointed me in the direction of their revamped signatures. They were great. They had taken the theory, had a great discussion as a group and gone away to create something useful thanks to me. It was a great feeling. It was a great feeling until I realised my own signature could use a bit more tweaking.

My friend also works in marketing and promotion and said she knew exactly what I meant. We pour our energies into providing the best we can for our clients but it’s so hard to do for ourselves. Partly it’s the old chestnut that while we can cheerlead for Britain when it comes to singing the praises of the people we work with, it’s really hard to do it for yourself. The best thing about running an agency is that I can brag about how good we are because I’m bragging about the amazing people in my team. The other factor is time. It’s hard to prioritise working on your own marketing when marketing for others is billable. What was it about butchers’ children going without meat?

Like me, my friend leaves meetings and conversations reflecting on the brilliant ideas and thinking she should really do more of that stuff for herself. Well my latest venture really hits home my do as I say, not as I do mentality. I’m selling blogs!

This blog does NOT fit the theory. I suppose because it has woolly objectives. I write it for my own benefit, I never give thought to the title or keywords. Hell, I don’t even bother tagging it. Oh and I regularly forget to even look at the analytics package!

Yet today I spoke as though I was the expert. What I’ve done is recruited an online article writer (/blogger) and created a rate card for clients interested in buying up blocks of blogs. I have created a template for campaign planning based on client objectives and am clarifying terms and conditions. You see, I know this stuff and how it works. I have the talent on my team and know I can provide effective inbound marketing solutions for my clients.

I just don’t do it for my own blog.




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