Is good marketing selfless, really?
A lot of marketing is invasive and screams “Buy from me!”
It is overwhelming.
See, the marketing stuff we do impacts our audience.
If done thoughtfully it can impact them in a good way.
It is a 2-way street that helps us:
Understand our audience
We try to see things through their eyes. We walk in their shoes.
Welcome them into yours
Instead of bombarding them with sales messages, we create engaging content.
We showcase what we are about and how we can make their lives better.
Enter their world
Relevant, timely content is like a lighthouse (H/T David Perrell for the metaphor).
Our audience follows us on social media and gives us their email addresses.
They give us permission and their attention. Priceless!
Broaden their inputs
We talk about the people in our business. Trending topics in our industry.
We show how we improve lives.
We distribute text, pictures, long-form articles and video.
Cultivate their attention
Like others, we don’t take advantage of the attention.
We respond to questions and comments.
They see that we are human too.
From observers they become participants.
From Following us, they Like, Comment, Share, and eventually, buy.
Mission accomplished.
Unlike the sleazy marketers, WE are selfless, deserving of accolades.
Not so fast!
You see, we too are selfish.
But, our “selfish” is good.
With our selfishness, here’s what happens:
- By understanding our audience we help them understand us
- By welcoming them, they open themselves to us
- By entering their world, we let go of “me, me, me”
- By broadening their inputs, we help them engage with us on many touchpoints
- By cultivating their attention, we earn their trust
We help them buy great products and services.
And if they have a memorable experience, they’ll tell their peers.
When you do “selfish” this way, it becomes selfless. You benefit just as much as them.
