Editor's Note: This is the first post in the new "Marketing" category. While this blog has primarily been focused on presentation skills and design, I'll be branching out to include other passions such as Marketing and Social Media.
Maybe I’m just a little too “west coast” in my ideals, but there are certain marketing practices that I can’t stand.
I can’t stand email blasts to people who didn’t opt-in. I even hate the words “email blast.” I hate the profession of selling email lists. I hate cold-calling. I hate automated mass-follow (and then unfollow) Twitter programs. I hate people who only tweet links to their site. Sponsored tweets creep me out. I hate auto-DM’s, pop-up ads, banners, Pay Per Click, and contrived, self-indulgent press releases.
And don’t even get me started on SPAM.
I’m not claiming that these methods and techniques don’t work. Some do. Some don’t. That’s just not the way I believe people should market, nor do I believe they are increasing in effectiveness. They’re either declining or completely worthless. Marketing is not about grabbing your attention by interrupting you. It’s about creating valuable relationships. By “value” I mean GIVING value, not just taking it.
Trust me, if you cold-call me you have ZERO chance of getting my business. Problem is, I’m too nice to cut you off so you’ll probably waste 5 to 10 minutes of your (and my) time before I say no. I do, however, like talking to those who I call as an interested prospect because they’ve offered me so much free value in the past. I actually feel happy to give that person my business.
Here’s the formula I believe in. First, create an amazing product. Second, find the group of people who need or would care about your product and start creating honest relationships. Third, GIVE. If you opened a hair salon, find a sidewalk and start giving away free haircuts. If you opened a bakery, start delivering your muffins and cookies to local businesses. If you are a web designer, find a non-profit and give their site a major facelift for free. If you do this for as long as humanly possible, then you will see returns. Loyal customers will start coming to your hair salon because they know you and they’ve seen your work. Companies will start ordering your muffins on a weekly because they’re hooked. The non-profit will refer you to everyone they can because you donated your time and effort to make their site better.
If you’re not cultivating relationships and creating value, then your business is a sinking ship. The best time to start doing this might have been years ago, but the second best time is right now.
Image courtesy of Cakeface Originals on Flickr
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