According to business guru Seth Godin, marketing efforts can be separated into two very different categories (https://seths.blog/2018/08/two-kinds-of-marketing/).
He divides marketing and advertising into those that inspire, delight and provide something we want – versus the kind that potential clients positively hate, such as interruptive popups, spam, high-pressure overtures, and overpriced hype.
Here at Focal Point, we couldn’t agree more. We frequently scratch our heads over pricey marketing campaigns we see that miss their mark because they over-promise, hit too hard, look like everyone else, or fail to leave a lasting positive impression.
There are all kinds of ways to attract new eyes to products and services. So why be offensive and in-your-face to gain attention when you can generate interest, enthusiasm and good will with marketing that is noticeably different.
As Godin says, “The selfish marketer is marketing at us, trading money for attention to sell average (or below average) products to disinterested people. The successful marketer is marketing with us and for us.”
If the end goal is strictly improving sales numbers, then getting your name out in front of people – no matter how its done – might well justify the means. But if you are interested in creating goodwill around your business and products, your goal is more long-term. You want repeat business and perhaps even (depending on your business) creating customers for life.
This means giving your audience something they can trust. Marketing that is believable and respectful, delivered in a way that is effective, responsible and memorable.
This type of marketing is tricky to get just right. But when it is, you know it and your customers know it. It hits the mark and leaves a smile or a good impression.
So how do folks respond to your present marketing efforts? If you don’t know for sure, or feel you might be heading in the wrong direction, we have some delightful examples we’d enjoy sharing with you.Share