Validating the Message

January 17, 2020

This is part of a weekly journal I'm keeping about my day job running marketing at Inntopia.

I love data. I really do. But I often find myself erring too much on the side of numbers instead of something a bit less sexy.

A perfect example is when it comes to your position in the market.

Sometimes I’ll run a split test between two value propositions and compare click rates. Or maybe I’ll use traffic data or search data or whatever to try to figure out which message is “resonating”. Or maybe I’ll do surveys and then rank and chart my results.

But the way I’ve honed in on the right message time and time again, especially when it comes to positioning, is a dead-simple list of exactly one thing:

  • Listening

I’ll hop on the phone with a customer or prospect and hear them talk about their challenges. I’ll listen to our support team work through client goals and requests on their weekly meeting. A few days ago, it came in the form of sitting quietly in the back of a conference session and hearing the room give their perspective on databases and marketing without skewing the conversation by jumping in with my side.

To sum this up in a sentence, I’d say this.

Talking is when I share our message, but listening is when I discover it.

So, time for more listening.

More updates from my day job journal:
A Different Style
June 12, 2020
Tough Times
June 8, 2020
Complexity vs Disorganization
May 29, 2020
Fewer Things: Part II
May 24, 2020
Foot on the Gas
May 15, 2020
Smart, Simple Retargeting
May 8, 2020
Go Bigger
May 1, 2020
Zizzer-Zoof Seeds
April 24, 2020
A Simple Goal
April 17, 2020
Coming Together (Again)
April 11, 2020
Goggles for Docs
April 3, 2020
Pausing Work
March 27, 2020
Pausing Marketing
March 20, 2020
Come Together
March 13, 2020
Moving the Needle
March 6, 2020
Fewer Things, Done Better
February 28, 2020
Marketing / Product
February 21, 2020
February 15, 2020
Things I Don’t
February 7, 2020
Practice, Practice, Practice
January 31, 2020
January 24, 2020
Validating the Message
January 17, 2020
A Different Kind of Story
January 10, 2020
Autonomy & Strategy
January 3, 2020
A Big Year
December 31, 2019

Hi, I'm Gregg.

I'm a marketer, maker, and long walk taker.


By day I run marketing for resort CRM / ecommerce provider, Inntopia. After the kids go to bed my laptop is my workshop where I'm building an email marketing tracking platform called SendView.