You Can Start By Being The Best (Or Trying)

Sorry guys, we had a great last week with all of the E3 news to comment on and then I went dark. I once again blame my rising side business and desire to spend some free time actually playing games.

I have a bit of a cross-dimensional post for you today. As you guys know, I work in marketing. I work with a decent number of clients (~150 give or take depending on the season). I’m responsible for the marketing strategies for most of them, as well as my company. We do a lot of work on the internet with advertising, building websites, growing brands, getting leads and reaching new audiences, yada yada. I started to noticed a trend these past few weeks.

Client: “How do I rank for ‘best doctor in Los Angeles’?”

Me: “You can start by being the best doctor in Los Angeles.”

Client: “Isn’t there something else we can do instead?”

Here’s another one from today.

Client: “How come so and so is higher than me in search engines?”

Me: “So and So has built a brand. People talk about him more on the internet. There are news reports, blog posts, tweets, facebook likes, newsletters, comments, and conversations going on about So and So. Google and ‘the internet’ are able to parse So and So more naturally and understand that So and So sells better widgets. If you want to be first in people’s minds (and in search engines) as a widget seller, then you need to be the first widget seller that comes to mind when people think about your industry.”

Client: “That sounds expensive.”

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Yeah, so internet marketing sucks when you work for an agency that will take anyone on as a client. Other than that important lesson (Really, pay attention kids: Avoid agencies. Work for a company. Avoid internet marketing.), I tied this back to games while on my commute home. Screw you 91 freeway and caltrans.

This is one of those painfully obvious posts, but in my mind it comes together all eloquently and epiphany-ish.

Presentation matters. Building a brand matters. Building a community matters. Having a quality product matters. Blizzard releases a me-too product and obliterates even the thought of failure in people’s minds. No one is even thinking, “is Overwatch good?” or caring that it’s a straight up copy of so many other games. Why? They are gods at what they do. They build a masterful product (even when it’s copycat), brilliantly position that game in the market space, and print their own money on the roads they pave for themselves. I needn’t go on.

Why do some Kickstarters for games fail? The game could be phenomenal. The idea could be even better than Warcraft. Did you present it the wrong way? Did you make people care? Or better yet, SHOULD they even care? That’s one people skip far too often.

Fooling people doesn’t end well either. You can pretend to be something you’re not, slap on a beautiful facade, wow us with your graphics, and even have a team of marketing savants drum up all sorts of demand. 2-3 months later everyone quits playing, bad mouths your company, and you play catch up for the next 6 years making F2P games or doing licensing deals until people are willing to forgive you at our sheer boredom.

We’ve seen a transition away from companies making great games to companies making games they think a large group of people want. To me that’s as absurd as my client wanting to be perceived as the best before actually/even trying to be the best — or worse, knowing he will never even try but wanting to fool people into thinking he is anyway. It’s backwards, and it will fail.

In hindsight I think this made a whole lot more sense in my head, but hey this is where I dump my thoughts.

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