“Talent hits a target no one else can hit. Genius hits a target no one else can see.” 

These are the words of German philosopher Arthur Schopenhauer.

Now, we are not claiming to be geniuses. But we think this hits on something important.

We’ve always held to the belief that by targeting the ‘right’ thing – the sweet spot that often goes unnoticed or ignored – you could become a very savvy, clever and successful marketeer.

What do we mean?

Well, everyone talks about efficiency and effectiveness. People often use these terms interchangeably, without realising the stark differences between the two.

Being efficient is doing things right, and being effective is doing the right things.

Being incredibly efficient means doing things quicker and cheaper – but that’s pointless if you’re doing the wrong things! It’s a surefire way to dig the hole deeper or do the same stuff over and over without ever stopping to ensure your business goals are aligned with your activities.

If you are going to make one New Year’s resolution this year, we suggest this one:

Let’s be more effective in everything that we do.

It might take a bit longer. It might be a little less efficient (in the short run). But with customers becoming ever more scrupulous with what they spend, there has never been a better time to be more effective.

That reflects our whole approach to marketing at BPL.

We call it Powerful Simplicity.

And what that means is we try to make every £1 you spend work like £10.

Or to steal another quote from Arthur… “One should use common words to say uncommon things”.

If you need a different perspective or want us to help you multiply the effectiveness your marketing budget, get in touch today.