The folks who owned our house before I did were great at gardening, I think. There were multiple gardens around the house and the property, and they looked wonderful when I first saw them. But that’s been nearly 16 years ago, and many of those spots have simply returned to wild overgrown space. These days I struggle to keep the areas next to the house and drive to not be just wildlife habitat.
I keep thinking that there are great spiritual and moral lessons for me to learn while I struggle with the garden spaces. Anything that is that difficult and frustrating must be good for us, right? So I ponder the lessons I am supposed to be learning while pull at weeds, wondering why I can’t just name them “flowers” and rejoice in the verdancy around me.
Today, I took a slightly different tact, and thought about gardening as a metaphor for marketing. I hear myself say things about gardening that are similar to the things folks say to us about marketing: it seems hopeless, where do I even start, it takes so much time, I am not very good at it…
Well, I discovered a few things about garden that are also helpful reminders when it comes to marketing:
First, it does take a lot of time. There are few shortcuts. If you are working a marketing strategy that is not going to require time, it probably won’t work. If I want spaces around my house that are neat, attractive, and pleasing, I will need to put in some time. And as the summer wears on, I am reminded how it is not just a one-time thing, but takes time over and over again.
Secondly, it helps to have some good tools. This year I bought a sturdy pairs of gloves, a good pair of snipers and sharp pair of clippers. It has made a wonderful difference; I am actually accomplishing something, making progress in my gardening efforts.
Finally, it’s hard work. Yesterday, I worked at clearing away an area that has not been tended all summer. There was no other way to even approach returning it to garden space other than a great deal of work. So gloves on, clippers and snippers in hand, I went at it. Today it’s mostly cleared, though it will take some time before anyone else actually think it resembles a garden space. Still, it’s a huge improvement, and I am thinking about putting some plants in there this fall. I could not have considered that before yesterday.
So marketing, like gardening, takes time, takes some good tools, and is hard work. It won’t be otherwise. It won’t happen by itself, and it won’t happen with occasional bits of attention.
I suppose there’s one other key similarity – results. I know if I persist, that my outdoor spaces will be more like gardens and less like abandoned lots. If you persist in your marketing efforts, you will also gain results.
Like any metaphor, I don’t want to push this too far. I know far more about marketing than I do about gardening, and at some point, I am liable to stretch this comparison further than I should. And, honestly, if I don’t tend to my garden, the repercussions are somewhat minor. Certainly if I want to sell my property some day, I would need to make these spaces look really good, but for now, the only real implication for me is my discontent. But marketing must be done or the consequences are significant.
By the way, I have two small successes in gardening – one is a butterfly bush that some dear friends gave me a few years ago. It still lives, thrives, and blooms. This year it is taller than I. And, last year I bought a rosebush to be near the butterfly bush. It also seems to have survived thus far and is blooming like crazy right now. Whenever I need some motivation for tacking the gardening, I start where those two plants are; I start where I have some success. You should start there too – you probably have some successes in marketing; start there and keep going.