Content Cavern

The Lieutenant jumps first.

He lands behind enemy lines, checks his equipment (which has gone missing on the way down) and scans his moonlit surroundings.

The Private lands nearby – awkwardly, and loud.

“Flash” says the Lieutenant.

“Shit” says the Private.

“That’s not the correct reply, trooper. l say ‘flash,’ you say ‘thunder’.”

“Yes, sir. Thunder, sir.”

“Leg bag?”

“Prop blast got it, sir. And my radio and batteries with it. Do you have a weapon, sir?”

“Just my knife.”

“Do you have any idea where we are, sir?”

“Some. So, you’re a radioman?”

“Yes, sir. l was until l lost my radio on the jump. l’ll get chewed out for that.”

“If you were in my platoon, l’d say you were a rifleman first, radioman second.”

“Maybe you could say that to my leader. When we find him. If we find him.”

“lt’s a deal. First, l need your help. …”

I rewatched this scene from Band of Brothers a couple of years back. And that line stuck with me:

“If you were in my platoon, l’d say you were a rifleman first, radioman second.”

It stuck, because it matched a realisation I had around the same time.

See, I’ve always identified as a writer. More recently a copywriter. But, until taking on the position as “Head of” at Latitude, I never saw myself as a marketer.

That was a mistake.

I’m a marketer first. So are you.

And I’m a copywriter second.

This applies whether you specialise in graphic design, paid search, web development, programmatic, and so on.

But what does it mean, to be a “marketer first”?

 

Who Are You When it Comes to This Problem?

 

Let’s say you’re freelancing as a graphic designer.

Your new project is to create a suite of banner ads.

The client gives you the objective.

The client gives you the deadline.

The client gives you the budget.

If you’re lucky, the client gives you the brand guidelines.

If you’re really lucky, the client gives you a handful of target media placements for the ads.

And if you’re some kind of wizard, the client might even give you the customer profile.

As a professional, you set to work and deliver on time. Ahead of time, even – because you KNOW the client’s gonna show the ads to his wife … and you KNOW she’s gonna have some “slight amends” to request.

Or …

Before starting, you might ask for the client’s wider marketing objective.

You might ask what other marketing activity they’re running right now.

You might ask if they’ve tried banner ads in the past. And, if so, you might ask to see the results.

You might ask how their customer profile was created in the first place.

And you might realise – banner ads are a waste of time and money for this client.

If you do these things, you’re thinking like a marketer.

If you advise the client to invest into an alternative and more logical tactic (something like a paid Facebook advertising campaign), you’re being a marketer first … and a graphic designer second.

I know who I’d rather have working on my team.

 

Is the “Marketer First” Approach Always the Right Move?

 

I get it. Sometimes, it’s better to keep your head down, do the work, take the money, and run a mile.

But sometimes, you have a rational client (they do exist). And the marketer-first attitude secures you a position of total trust. These relationships can last a lifetime.

After all, it’s the same approach used by the most advanced level of copywriter – so it won’t hurt for us to try.