5 creative marketing tips that work every time and 3 that never work at all
On the streets of Toronto, people walk by like you don’t exist.
They don’t see the homeless people, or the blinking ads all around them, either. They don’t see anything. It’s not that they’re uncaring…
They just have too much on their mind. All. The. Time. Bills to pay. Financial stress. Families to take care of, and job stress that. never. ends. You? Not even on the radar. It’s real easy to ignore people you don’t know.
The Internet is a lot like that.
Far cry from the little town I grew up in…
Where every able-bodied man showed up to help rebuild Uncle’s barn when it burned to the ground, and every woman showed up with food, hugs and tears when Auntie’s baby died, poor little sweet thing.
Nosey as all get out, whispering everyone else’s secrets over piecrust and threshing machines. ’Cause it ain’t just the old women minding your business. The hens might gobble, but roosters sure can crow too. Know what I mean?
But you knew — you knew — if worst came to worst they’d be there with their sleeves rolled up. If it took a village, you knew you had one.
The Internet is a lot like that, too.
Because what is the Internet, really? Bunch of servers and wires that function as a medium for communication.
When push comes to shove, human connection is all there really is. All there ever was, really. Just people connecting with other people.
First time a lady emailed from Australia to ask about a website back in 1995, it blew my mind. My sister lives in Oz and it took 3 weeks to send her a package.
Kids today never lived in a world without the Internet, but that doesn’t make it less amazing. Worldwide reach at your fingertips.
Damn shame so many people use it to shriek sales messages at us non-stop.
There are things we all hate…
We all hate that person who talks about themselves incessantly until you want to shove a sock in it. Also, that person who’s all take, take, take and forgets the give part of the equation. Every farmer knows there’s no harvest if you don’t plant the seeds and tend the crops first.
Why are there still so many people who don’t get it?
The Psychology of Response just means human nature
There’s an entire field of study called the Psychology of Response. They shove people into MRI tubes to see how they respond to ads and other media.
What they’re discovering, basically, is that the internet doesn’t change human nature. Which means when you strip away all the details, technology, and the ridiculous acronyms, the success of your business comes down to one thing.
People. It comes down to people.
5 things that attract likes and shares… and 3 things that don’t.
We humans aren’t even all that fussy, really. We all have that invisible sign on our heads that says make me feel like I matter…
- Don’t pitch incessantly. We all love buying but hate feeling pitched. We all hate the clerk that hovers and say “just looking.” No one shares ads unless you’re a cult brand. Most brands aren’t cult brands. Yay, pumpkin spice is back! We’ll share that. Hey, socks are on sale. We don’t share that. It makes us look dumb. No one wants to look dumber than we already feel.
- Don’t bore us. Believe it or not, I don’t want to read a daily blog post about socks. Or underpants. Unless they’re celebrity underpants. There’s hundreds of things I use and don’t want to read about. Your blog doesn’t have to be about what you sell. It can be about what your customers want to read. Omg, writing for your audience — what a concept!
- Don’t talk about yourself all. the. time. Unless you’re a celebrity. Then everyone wants to know the details of your life. If you’re not a celebrity, and you’re not funny or entertaining, and you talk about yourself incessantly, it’s kind of narcissistic. Narcissists get boring real quick.
We all know it, too. We ignore the ads on Facebook, but then buy some hoping it works. We ignore stuff that’s boring and self serving, but then churn it out because hey, google wants keyword content. Everyone does it, we rationalize.
But there’s a better way. 5 better ways…
— Teach me something I didn’t know so I can look smart to my friends.
— Make me laugh or entertain me. I’ll happily share that.
— Make me feel good about something. Warm fuzzies work wonders.
— Provide some kind of opportunity I wouldn’t have without you.
— Connect people that have a shared interest.
Touch the heart and the head will follow.
That, my friend, is marketing…
Human connection. And much like branding, you don’t get to say what other people feel about you. People will let you know if you’re connecting. They’ll let you know by their response — or their lack of it.
Without connection, it’s all just hawking and pitching. Like the neighbor’s two year old hopping around in your face shrieking look’it me, look’it me. It’s annoying and best it gets you is ignored or banished from the room.
Touch the heart and the head will follow.