1. Lies, Damn Lies and Statistics

Lists are about as useful and engaging as most statistics  are without context. *82% of most lists are unoriginal, superficial, time-wasting nonsense.  I read recently that lists are the most read of all blog posts. Hmm. That may explain why half the lists promising social media or marketing for business insight that turn up in my inbox are exactly the same as each other and the other half are the same as the first lot. Is it wrong to be so bored already?

Let’s vote on the top ten lists that cover all the things we need to know EVER (but particularly about social media and marketing online) and have done with it. Twitter #toplistever with a link to your top list ever. We’ll create our own social media resource that we can tap into when we choose to.

*I made that up.

2. A list does not an expert make

At best a list will point you in the right direction. At worst it will con you into thinking that everything is kid simple, if you just read the list you’ll be an expert. Sure you will!  Oh and if you get in a pickle, well you can always engage the list sender to sort it out ay?

If you read a few ‘How to drive.’ lists would you be able to hop into a car and ace your test first time? I doubt it. Could you get from ‘a to b’ in the most efficient, smooth and effortless way? Hell no!

It’s the same with writing your business plan, building an online marketing and engagement strategy, planning an effective communication campaign or recruiting and training a kick tush sales team.

Don’t hide behind a list, find a real person and have a conversation. Most first enquiries are free and you’ll end up with some bespoke advice, and the start of a valuable partnership. Network it out.

3. If you list it they will come. Yeah! Then what?

Lists are designed to get you to a website/blog. The objective of a lister isn’t to give you all the information you need to act upon now. Repeat after me – running a business is hard work.

You may be brilliant at making widgets but I bet you could do with a bit of help when it comes to keeping records, or identifying new income streams, or even reaching new markets.

There is no substitute for a well thought out business plan, backed up by a killer marketing/sales strategy, executed by skilled professionals. You need good practical marketing advice, access to a skilled communication professional and a passion for your customers and your product. King Content is wasting his time if he isn’t backed up by Queen Doitalot and Prince Backitupwithaction.

You’ll find these through recommendation and real interaction – remember any ninny can post a list.

4. Lists squash independence & confidence

Lists aggregate commonly held views into bite size nuggets which seem useful, at the same time as they drive sameness into the heart of every business that swallows them whole.

Some lists even achieve mantra status, I swear I can hear the low choral hum as people gather to network and chant themselves calm with the latest hot pick list for achieving Social Media nirvana.

Lists discourage innovation, independent inquiry and deep thinking and learning. I have never met an entrepreneur yet that followed the rules. Rule breakers create opportunity and possibility.

Lists are just someone else’s rules. Make your own rules, that work for you and your customers. Be confident.

5. Lists are timestealers

Every list that needed to be written about marketing or social media, has now been written. Let’s stop writing them, sharing them, reading them and get down to some real work.  Oh all right then. Just one more before I go…

• Be honest about your attachment to that list.
• Commit real ‘deep’ resource to your issue.
• Get specific and targeted expert help and advice.

Find me online at the home of copymojo: Or you can start that conversation with me on twitter.

“It is not worth an intelligent man’s time to be in the majority. By definition, there are already enough people to do that.” GH Hardy. Mathemetician.