Create marketing experiences that connect and delight your future customers.
To some people, this will sound crazy.
Marketing is about building relationships.
About communicating information in a way that people WANT to listen and remember.
That only happens when you earn the attention of your audience.
A lot of marketing nowadays is focused solely on selling a product and gathering people’s information.
All advertising, social media, and search platforms (where most modern “digital marketing” exists in) have engineered a world of pure data and exploitation of our primal instincts for their benefit.
They’ve built an engine of incentives that fuels our greed and desire for ever more-more-more clicks, attention, and audience capture. Subtly nudging us, interaction by interaction, away from the essence of human connection.
Somewhere along the way, the needs of the individual were superseded by the need for the attention of a bigger audience, with the emphasis on the plural: more friends, followers, clicks, subscribers — and as fast as fucking possible!
In their world, we are mere data points on millions of AI-driven newsfeeds and algorithms.
We’re not people with control over our actions, our thoughts, or self-identity.
Modern marketing has become a race for bigger numbers.
I don’t know about you, but that’s not the world I’d like to be in.
When you meet potential clients in person, you can easily build rapport. Being friendly, helpful, and kind comes almost like second nature.
But online, there’s this incredible peer pressure to chase numbers. To sell, sell, sell, as quickly as possible without taking into account that real people are on the other side of the screen.
It feels off. It feels wrong.
Our customers aren’t simply numbers on a spreadsheet. They’re people first.
We prefer to create customers differently.
We believe in helping people, in generating trust, and earning their attention through kindness and expertise. Because people will buy from people they trust.
The world’s best marketers don’t care much about the latest tool or tactic.
They care more about … people.
The aim of marketing is to make selling superfluous… to know and understand a customer so well, that the product or service fits him and sells itself.
| Peter Drucker
Work on things that leaves the highest impact in the world. Not what sells the best or has the highest profit margin. Something that leaves a good impact in the world. Something that will truly improve the lives of customers.
| Todd Brown
The goal of marketing is to create a customer who is so loyal, they will never consider buying from anyone else.
| Walt Disney
“I do not define marketing as hype, advertising, narcissistic short-term thinking which is what a lot of people think of when you do marketing or when you are marketed to.
I define marketing as anything you do that changes the culture for the better.”
| Seth Godin
It’s simple. Be a good person and good things happen.
| Gary Vaynerchuk
Peter Drucker once said:
“The purpose of a business is to create a customer.”
… but we believe HAPPY needs to be included. Create happy customers. Otherwise, what’s the point?
We help entrepreneurs create marketing that matters to their audience. That feels more human.
Over my almost ten years of experience in the marketing field, I have found that building experiences that slowly curate and cultivate a smaller, highly engaged audience who are invested in their journey leads to greater satisfaction (and long-term profitability).
This creates a mutually beneficial win-win outcome for both the business and the customer.
If this resonates with you, I’ve written a guide about marketing experiences – a call to arms for entrepreneurs like us who seek to attract and grow happy customers.