Just a Spoonful of Sharing Helps the Business

London's changed quite a bit since Mary Poppins' time. So should your messaging.
London’s changed quite a bit since Mary Poppins’ time. So should your messaging.

Dirty marketer alert: I’m going to be frank with you and the words may not be pretty. If you’re running a business or a member-based organization, there are things you are going to want to say. If you’re in business, you’re going to want to make money. It’s not ugly, it just is. Your customers or your members don’t really care about what you want to say, unless it just so happens to be something they also want to hear.

The truth is this: you have stuff you want to say.

They have stuff they want to hear.

If you’re good at what you do and you keep your audience in mind, everything you create will overlap and be what you want to say and what they want to hear. Sometimes, just sometimes, you have things you want to say that they don’t know they want to hear. So how do you deliver your message in a way that is palatable to them? That’s when you need Mary Poppins as your marketer – and just a spoon full of sugar to help the medicine go down. Yes, I just referred to your important marketing message as medicine — and if it’s something your audience doesn’t want to hear or know they want to hear — that’s how it will be initially met if you come at them and try and force feed them your message. Continue reading “Just a Spoonful of Sharing Helps the Business”

Business is Personal. Your Content Should Be Too.

 

Sometimes architecture tells the story. Sometimes you need content.
Sometimes architecture tells the story. Sometimes you need content.

David Ogilvy, the father of modern advertising, said all products (in a given category) were the same. It wasn’t about a unique value proposition but a unique selling one. The brand (and the perceived differences) was what sold your product or service not the actual differences in your product. (I, too, came to the same conclusion as an Economics major in college I could never get past the assumption that the consumer made a rational purchasing decision. I gave up majoring in Economics because of it.) When Ogilvy was king, many products subsisted on their brands alone and consumers were very brand loyal. They were also less cynical when it came to dealing with companies and marketing/advertising. 70% of customers trust brand or product recommendations from friends and family, 55% trust online reviews (written by total strangers), while only 32% trust information on websites of brands or companies. (Additional resource: Check out these trust ratings for ads.) Continue reading “Business is Personal. Your Content Should Be Too.”

It’s Just a Blog

Today we want instantaneous results. In business we want immediate conversions. Associations (or member-based organizations) want immediate member sign-ups. Guess what? A blog won’t do this for you the moment you launch it.

So why do it if you’re not seeing immediate return? Why date if you want to get married? You’re wasting a lot of time meeting new people aren’t you?

Continue reading “It’s Just a Blog”