“Do your job”: What the New England Patriots can teach us about marketing strategy

You can argue with a lot of things about the National Football League’s New England Patriots.

Their (somewhat deserved) reputation for cheating. The smug attitude that follows their fans everywhere. The alleged connections between human trafficking and their owner.

But what you can’t argue with is their success. The Patriots have won six Super Bowls since 2000 and currently have a quarterback regarded as the greatest of all time.

At the heart of most of that success? A simple mantra.

Do your job.

Patriots Coach Bill Belichick stresses it in every aspect of his team-building operation, from the most famous quarterback in the history of football to the most little-used special teams player. By focusing on doing their job, the saying goes, each player can ensure they are contributing to the team’s overall success.

It’s not just football, though. The “do your job” mantra can also teach us a lot about building marketing campaigns that connect with audiences.

Here’s how.

Give every tactic a job

Achieving your goals in marketing can sometimes seem pretty overwhelming. Convincing someone to buy a car? To invest in a new piece of software for their company? To fill out a long application for a government grant?

These are major decisions – and it’s difficult, as marketers, to imagine someone quickly agreeing to take any one of those actions without much of a push.

That’s why it becomes so important to consider how each particular tactic is going to help move your audience a little further along the journey you want them to take.

A single Facebook ad probably isn’t enough to get someone to invest in a major new piece of software for their company. But maybe that ad can get them to click through to a landing page where they can then sign up for a newsletter or agree to a free trial.

New England Patriots players each have a specific job to do, and it should be no different for marketing. By giving each tactic a job, you can cut up a gargantuan task into more bite size chunks.

Every piece working together

Of course, it’s not enough to have every piece doing its own job individually. A football team can’t just have players running around doing their own thing. They need to have a cohesive plan for pulling people together.

That’s the beauty of the “do your job” mantra. It ensures everyone’s individual job lines up towards a common goal.

The same is true for a marketing campaign: All the pieces have to be working together.

Want to run Facebook ads? Great – just make sure that the landing page you are driving them to helps nudge them along to the next stage of the journey you want them to take.

Starting an email campaign? Ensure that every single email you send is designed to nurture your audience to the point where you want them to be, whether it be signing up for a free trial or making a purchase.

By taking a full-funnel approach to your tactics, you can ensure that every little piece is working together to help you reach your overall goals.

Every piece needs to do its job well

There’s an element of the Patriots’ “do your job” mantra that is never stated, but nevertheless implied: That it’s not enough to do your job – you also need to do your job well.

In marketing, the implications are obvious. You can carve up a marketing campaign into bite-sized chunks and have every piece working together, but if you haven’t optimized each of those pieces you’re not going to get very far.

To adopt the “do your job” mentality when it comes to marketing, you need to ensure that each individual piece is doing the best possible job.

Facebook Ads campaigns need to have the right targeting. Landing pages need a clear call-to-action. Email marketing messages need to be sent at the right time.

Each marketing tactic needs to be performing at its best.


The “do your job” mentality has helped make the New England Patriots one of the most successful teams in the National Football League.

But its usefulness doesn’t end there. Marketers also have a lot to learn about how it can help them nudge their audiences along to an end goal.

Mark Brownlee is a digital marketing strategist in Ottawa, Canada.

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