In light of the traditional Father-Daughter dance at my daughter’s upcoming wedding, I have recently begun swing dance lessons. Now bare in mind, I don’t know diddly about the Lindy Hop and all that stuff and think at times that I have two left feet! But, I convinced my wife and daughter along with her fiancée this was a good idea and to also dawn their dancing shoes too. Even if we don’t razzle and dazzle the wedding guests during our dance, we will have fun learning the triple step.

One of the cardinal rules of swing dancing and I suppose for most styles of dancing for that matter, is to not look down at the floor because it will lie to you. I’m not exactly sure what the meaning of this maxim is, but my dance instructor made sure to drill it into my head! Besides, if you’re partner dancing, which is what you do in swing dancing, I’m supposed to be looking at her during the dance not the floor! Of course!

A few other axioms I learned at my first dance lesson were to take smaller steps and breathe. I remember the first time my instructor mentioned these tidbits of advice to me, I thought “how silly, of course I will breathe, after all swing dancing is similar to jogging, an activity that I’m familiar. But, she was spot on again! I would catch myself NOT breathing because I was so focused on not screwing up my footwork!

As I thought to myself about all the parallel business lessons to be gained from this experience, I began taking a mental inventory of all the marketing maxims that I have either read or shared with business owners over the years. So, here they are in no particular order of use or importance:

-“Marketing is not an event, but a process…it has a beginning, a middle, but never an end, for it is a process. You improve it, perfect it, change it, even pause it. But you never stop it completely.” Conrad Levinson

-“Don’t find customers for your products, find products for your customers.” Seth Godin

-“Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does.” Steuart Henderson Britt

-“Marketing is the accelerator of your business.” Jane Buswell

I could go on and on with more marketing gold nuggets, but you get the picture. If you find yourself as a business owner or marketing decision maker “looking at the floor” and perhaps believing the lies about all the marketing advice from all the so called “marketing experts”, we can help bring clarity to your marketing strategy at High Road Digital. Yes, marketing can be daunting a times, but remember to keep your eyes looking forward, to breathe and take small steps. You’ll get there eventually if you listen to and practice good advice.