It never hurts to have a genius marketer on your startup team, but you don’t have to be a professional or superstar marketer to come up with memorable and effective campaigns. Ultimately, the “secret” to marketing comes down to the ability to convey a clear and compelling message. Good marketing is about diving into an idea, distilling it down, and turning complexity into something anyone can understand. What’s one line that will stick in people’s minds, that captures what you do? That may seem simple, but actually discovering that storyline is tough. It requires constant iteration, playing around with an idea and modifying it until you get the reaction you want.
Remember the Salesforce logo from years ago that had the word “software” in a circle with a red slash through it? That was in the very early days of SaaS when the idea of putting data in the cloud was new and controversial. Without a squad of elite, experienced marketers driving the campaign. Salesforce was going up against legacy giants and came up with a simple yet provocative logo that got its message across.