When we look out our window at Mountwell Woods, here in Haddonfield, New Jersey, one phrase comes to mind that relates to modern marketing: “can’t see the forest for the trees.”
The centuries-old saying is so relatable it’s outlasted the common usage of “for” to mean “because of.” Nevertheless, it means you can’t see the big picture because you’re too focused on all the details, and that’s exactly where most businesses go wrong with their marketing.
In our combined 20-plus years of experience, almost every business we’ve ever encountered has been too focused on individual tactics rather than their overall goals and strategies. Even the biggest companies and most experienced leaders are guilty of chasing trends and ignoring the fundamentals.
Smart businesses should look at that as an opportunity. While everyone else is out wasting their time and money on hype and gimmicks, you can do the right things the right way to generate actual return on investment.
What makes us so good at seeing through smoke and mirrors is that both our founders started their careers as journalists. Even though we pivoted to marketing, we didn’t lose our critical eye, and when we started learning more about this industry, we noticed something odd. Most marketing advice is pretty worthless.
It’s not that there aren’t plenty of great marketers and communicators out there. It’s just that there are so many bad ones, who aren’t truly interested in doing what’s best for their companies or their clients. These folks create a lot of noise that makes it very hard to stay focused on what actually works.
Of course, this isn’t unique to marketing. It’s the same thing with nutrition, where blogs and gurus promote fad diets over proven health principles. Or take personal finance, where people are inundated with advice that most actual experts will tell you to completely ignore.
So, whenever our friends or family would ask us for marketing advice, we’d always give them simple, clear, honest advice. It made us realize it would be great if there were agency that specialized in doing exactly that.
That’s why we founded Mountwell – to give small businesses the insight they need to see the bigger picture and keep growing.