I have a problem saying “no”.
It’s a common problem for anyone working in a library. Or in marketing. Or in life, if we’re being honest. We are all weirdly programmed to say yes, to take on more, to squeeze as much out of life as we possibly can. Yes, I can bake 100 cookies for my kid’s holiday party tomorrow! Yes, I can write a 1500 word blog in a day! Yes, I can promote that service or event or circulation item in every single channel in every single conceivable way RIGHT NOW.
Stop the madness, ya’ll.
The word “no”, while it may be very small, is liberating. It’s good for you and for your marketing strategy.
FULL DISCLOSURE: I’m writing this particular blog post because I came to the realization this week that my marketing schedule is TOO DAMN FULL. We have two press releases and five-six eblasts scheduled per week for the next three months… not to mention graphics on the website, digital screen graphics, social media posts, videos, and so forth. It’s a rare day when my library doesn’t do a big promotion.
Wow, you may be saying to yourself. That’s awesome! You’re rockin’ it, Angela. Well, thank you. Sometimes I think so too. But it’s also tiring. And noisy. And a sure recipe for burnout for you and your staff.
Busyness feels wonderful. We’re doing something! Stuff is happening! Progress is being made! But without spaces for creative thought, it’s a recipe for disaster. Mistakes are going to happen. My writing isn’t what it could or should be. My head is so muddled with all the messages, it’s a wonder I’ll be able to say anything coherent or engaging to my cardholders.
And that’s where we are. We are all burned out… leading into the busiest time of the year: summer reading. And it has to stop. We are going to do a horrible job at promoting summer reading unless I weed out all the noise.
So that’s going to be my job over the next week. I’ve got four rules for weeding the promotions.
If it’s not giving us more than a ten percent bump in circulation, program attendance, or usage, it gets cut.
If we’re promoting a service that is difficult for the cardholder to use, it gets cut.
If the presenter isn’t paid, it gets cut.
If it’s not tied directly to the library’s overall strategy, it gets cut.
Weeding your marketing content periodically to cut anything that falls into these four categories will allow you to do a better job and be more creative with the promotions you have left. Do this evaluation twice a year to make sure you keep your marketing lean and don’t tax your staff or yourself.
Cleaning out your marketing schedule is kind of like cleaning a closet. We tend to just keep stuffing things in there, in the hopes that it will work for us someday. But eventually, the closet is so packed you can’t fit anything else in there and every time you open the door, everything falls out. You need to cart some stuff off to the dumpster.
Set your own ground rules if you like but weed your promotions before you head into summer reading. It will make you a better marketer by giving you more time to devote the promotions that are left–the ones that really matter.
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