The Studio Source.com

If you take a Marketing 101 class you’ll quickly run into the burning question of features versus benefits. Sometimes it’s hard to figure out which is which.

Here’s how I do it: a feature is the bright shiny thing. A benefit is what it does for you. So your MP3 player has massive storage capabilities. That’s a feature. The benefit? You have tons of songs to listen to, and they all fit in your pocket.

So how does this work for creatives?

Dave J’s comment on The big problem with marketing reminded me of the other big problem with marketing: not doing it is easier.

In fact, not doing just about anything—your workout, bookkeeping, the dishes—is easier, at least in the short term. Watching your income drop? Not so much.

Getting a business started (and keeping it going) is hard work. You set up your website, open a sales gallery in your studio, make a MySpace page, let some people know about it, and hope for the best. A lot of people take that route.

Are you uneasy about marketing? If so, you’re not alone. Lots of people get freaked out about it. I get freaked out about it. Marketing itself isn’t the problem, of course. The big problem with marketing is how you think about it.

I just went all psychological on you. Sorry. But it’s true. It’s tough putting yourself on the line. It’s worse when you’re in the startup phase, but even if you’re already in the midst of a business or professional creative practice, reaching out to find new clients can be scary. You might worry that you’ll be ignored, or rejected outright. And that will make you feel bad.

You can learn some valuable stuff from your competition. I’m talking marketing strategies, here, not ripping off someone else’s style or trolling for new designs. Don’t do that. The karma police will find you, and people will think you’re a jerk. And don’t succumb to professional jealousy. Chances are the people you admire have been at it longer than you.

Take a good look at your closest competitor. Figure out what they’re doing right, and where there’s room for improvement. Your purpose is to build solid marketing strategies based on two things: the lessons already learned by seasoned veterans, and your own unique style.

According to Wikipedia, the American Marketing Association defines marketing as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”

Okay. That sounds like… fun.

Here’s my take: you have something you want to sell, and you need to reach your buyers. There’s a lot of noise out there. You want to stand out from the rest of the crowd.

In practice, what good marketing does is create an experience. It ignites the imagination.