On my last blog, I had a quick chat with myself trying to figure out the true meaning of a “successful campaign”. I had trouble dividing between my knowledge of the true meaning of my efforts. Aristotle, Plato’s student, faced the same issue about 2300 years ago (well, he insisted not to join Facebook, so not exactly the same issue).
One of the main problems to my difficulties to describe a “successful campaign” was that I looked at the campaign as the sum of its components, meaning – I treated every aspect of a successful campaign as a necessity. Not to get too much into his Methaphisics theory, Aristotle separates between what are the components of an object and what are its unique features that make him this object – those 2 things are not the same.
Looking at what it means being a marketer. One can argue that a marketer is someone with a marketing degree or a person who gets paid to practice marketing. Aristotle says that if you can remove one of these aspects and the person will still be a marketer then it’s a component and not a unique feature.
I want to take this thought and give it another angle – messages. Often we tend to write a lot to explain our product or feature. This Aristotle method can help us practice and get better results by shortening the message and making sure it hits the true essence of the product. My dear college professor Noam Feinholtz posted on LinkedIn about the same subject this week. Noam claims that ten words are enough for any kind of message, which sounds simple, but every marketer (see what I did there?) knows how difficult it can be.
Yuval Tessler 