Digital Marketing For Humans
In an always-on, ever-distracted world, it’s harder and harder to capture attention and earn trust. The counter-productive response from most businesses has been to shout louder, more often, and in more channels, which creates more noise, and more distraction. With all of this happening at once, it’s easy to feel overwhelmed.
Fortunately, there is a much better way to do marketing, and it all begins by challenging conventional wisdom.
Conventional wisdom is a funny thing. Most of the time it keeps us out of trouble. But sometimes, it makes us blind to possibility.
Digital marketing’s standard “wisdom” is to yell at people in this “million dollar” formula: buy, buy, buy, now, now, now. Grab your audience’s attention by whatever means necessary and make a sale as fast as possible.
But no matter where you use this; social media, Google, your website, it never really seems to work. You spend all this money and time constantly telling people to come and buy and very few people do.
But everybody is telling you to market this way. “Act FAST or you’ll lose the opportunity to sell to them FOREVER.” Coercing, manipulating situations to get someone to buy right now or else…
- A business that just opened its doors claiming on their website they are the “#1 business in the area!”.
- A Facebook ad that says “buying this one course will make you millions!”.
- A make believe sale where the discount price is the actual price of the product, just made to look like you’re getting a deal.
- A countdown timer on a website to pretend like there’s only a limited time before you’ll never see this item ever again.
And a million other tactics people have tried in the name of buy, buy, buy, now, now, now.
And they are calling it marketing.
It feels wrong.
There’s this little voice in the back of your head that’s saying “ugh, I hate this!” and “I don’t really want to do this”.
You’re hoping people understand that it’s just how marketing is and that’s not how your business is run. That’s not who you are or what you want people to remember your business as.
It’s a necessary evil, right? You have to do it, but it sucks.
” …the righter you do the wrong things, the wronger you become.”Dr. Russell Ackoff
What if I told you there’s another way to do marketing. A way to garner people’s attention ethically. A way to engage with them naturally, and them wanting to buy from your business and tell other other people about it.
Marketing you can feel proud of.
You are providing value to the world. You are helping people solve a real problem with your services, and that’s something to be happy about. Sharing your value should be something you are excited to do, not drag your feet until the last possible second because you don’t really want to deal with it.
I call it relationship based marketing.
We believe there’s a better way to do digital marketing.
Thing is, these hard-sell tactics and unethical marketing aren’t the real problem.
The real problem is that conventional marketing wisdom says that these “grab your audience’s attention by whatever means necessary and make a sale as fast as possible” tactics are the only way to succeed online.
And that’s just not true.
Ethical marketing does exist, but you have to be willing to completely change how you view marketing itself.
Leave what you currently know about marketing behind. Take a deep breath, clear your head, and take it all in.
Make sense of it.
Mix it around.
Look at it from different angles.
Start the percolation process.
As you internalize and act on these following principles, everything will start to change.
There are three core principles you need to understand in order to start marketing ethically.
The first one is that marketing is an infinite game.
There are no winners or losers.
You can’t “win” at marketing, same way you can’t win at business. You are playing a game where the goal is to continue to play the game and get better at it over time.
There’s no end where you can say “okay, we’ve done all we can do. Let’s close up and go home”. And because marketing is an infinite game, there’s also no easy way to get ahead.
There’s no magic pill, get rich quick scheme, marketing “guru” million dollar course that will instantly make you profitable and grow.
The “success” you see on tv probably aren’t telling you the whole story. They might have had tons of money to back them up, or a revolutionary idea that only comes one in a lifetime, or the most probable one – they simply got lucky.
Marketers don’t have a secret button (I wish we did) that we can push and it will make you money if you just give us some. It doesn’t work that way.
Marketing is a long term game, solutions are long term as well.
Marketing is hard.
It takes hard work and consistency to see proper results.
That’s why none of what you have done before has really worked. You probably put a little bit of money in for a month or two, with no strategy or plan, and you saw very little returns so you stopped.
Yet most businesses continue to expect immediate results from their marketing.
Trying everything and spending tons of money on the hope you get lucky is NOT the type of marketing you’ll find here.
It’s marketing to the people that want to listen. The ones that would be over the moon if you helped them solve their problem, enough to tell other people about you.
Marketing something worth sharing.
The second principle is the ‘secret sauce’ if you will of ethical marketing. It makes everything you are about to learn from here on out worth doing.
It’s a purpose, a calling.
If you believe in it like I do, then together we can create marketing that feels like magic.
Welcome. It’s a pleasure to have you here.