Hi! I’m Jiun.
A strategic marketing consultant in Orillia, Ontario.
I aim to educate and inspire people through Lobo Media Marketing so that we, together, transform the way businesses approach marketing.
Thank you for taking the time to be here, and if my message resonates with you, I would love to get to know you as well.
The first principle for ethical marketing is that this is an infinite game, right? There are no winners or losers. It takes consistent work to keep playing the game of business. We are just looking to grow and get better every day.
The second principle of ethical marketing, and this I think is the most impactful one, is that we are in the business of generating happy customers.
No matter what industry you are in, everyone is looking to have happy, repeat customers that will talk about you and help your business grow.
By this token, you are not looking for people that you won’t be able to make happy, that probably wouldn’t buy from you again, and don’t care about you enough to talk about you. You’re not trying to attract everyone.
You’re trying to attract a select group of the market, a pocket of people, that you consider better customers.
It turns out we don’t need everyone. We don’t even need a lot of people (yeah, seriously).
We just need a tiny few people who care, who want to be part of your journey, who care about human-to-human connection.
If you can earn the trust and attention of the small percentage of people that care about what you do, they will eagerly show up and bring their friends too.
This quote and video by Simon Sinek summarizes the whole concept:
“The goal is not to do business with everybody that needs what you have, the goal is to do business with people who believe what you believe.”
Watch the video. Trust me. There’s something magical and inspirational about hearing an actual person talk about this stuff.
Like Simon, I work with businesses who believe what I believe. Businesses that want to learn and grow their digital marketing game without gimmicks, without coercion. People that understand what marketing truly is.
Below you’ll find a set of core values that I keep close to my chest. Ideals that represent my entire business and way of marketing. Do you believe what I believe?
Framework Before Work
Working aimlessly with no direction always proves to be a frustrating experience for both the client and the marketer. That’s why before I start working with any new client, we establish expectations and develop a strategy to follow tailored uniquely to their business goals.
Relationships Before Transactions
We are marketing to people, not numbers. A transaction is a by-product of building a good relationship with someone. Because that person trusts us enough to choose us over the million other stores they could buy something from. Build a relationship, and the selling will become infinitely easier.
Journey Before Destination
Whether you are aware of it or not, the path a client takes to get to what they want is extremely powerful and can complete change the way they view your company. Everyone focuses on the destination, selling something. Few actually take the time to enhance the journey to fit what the audience needs. Oftentimes, a brand that takes the time to look at the journey is the one that has the least issues and highest customer retention.
If you’ve read everything so far and it doesn’t appeal to you, that’s okay. You are free to click away from the site and find what you are looking for.
This type of marketing is not for everyone. Full disclosure: it’s probably not for most people.
Relationship based marketing requires mindset and behavioural shifts most businesses are unwilling to make.
If that’s you, no worries. We get it — conventional wisdom is powerful (and it’s a helluva lot easier than choosing to zig when the rest of the world zags). We’re all friends here and we have lots of free content you may find useful.
No hard feelings — we promise.
If, however, you’re like us … a little (OK, a lot) weird, and willing to try something different to get far better results, then keep on reading, because the picture only gets clearer from here.
Relationship Based Marketing
As I mentioned before, I like to call my style of marketing relationship-based marketing.
The concept is relatively simple but extremely powerful: marketing with people instead of to them.
“I do not define marketing as hype, advertising, promotion, scamming, selfish narcissistic short-term thinking which is what a lot of people think of when you do marketing or when you are marketed to.– Seth Godin
I define marketing as anything you do that changes the culture for the better.“
Creating memorable experiences, pulling people into your world instead of pushing them to buy something. The goal is to generate happy long term repeat customers. People that WANT to buy your product.
Instead of rushing to make a sale that’s unlikely to happen (and almost certainly undermining future sales along the way), we can focus on building relationships before transactions.
The seemingly simple decision changes EVERYTHING that follows.
Emphasizing relationships with our audience instead of transactions frees up our time and energy to:
- Focus on — and speak to — the needs and desires of our audience.
- Establish genuine empathy, credibility, authority, trust, and rapport.
- Lead with value with no expectation of immediate financial reward.
- Treat everyone like a customer regardless if money has changed hands.
Think about your relationships for a second. Your best friends, your closest family members. If you asked for help or advice, would they stop what they’re doing and listen?
Would they be ecstatic when you accomplish something, and look forward to hanging out with you if you ask them to?
That’s the power of building relationships.
People are willing to listen to what you have to say and interact with what you do because they trust you. Because they CARE.
And the thing is, you’ve probably been doing a little of this type of marketing without you even noticing.
I’ve worked with many small businesses, and they all tend to say the same thing, “if only they came to the store (brick-and-mortar), I’m sure they would buy something.”
Because when someone comes in to your store, there’s someone there that’s knowledgeable and helpful and can direct people to buy what they need, right?
But there’s another important point you might have missed.
People coming into the store are interacting with other people. Not just your brand. If your people are nice, helpful, and not shoving items down their throat, it leaves a good impression.
It generates some trust. It builds a relationship. The more they come in, the more a relationship gets built.
Soon you’ll know them by name, know what their cat’s name is, how many kids they have and which one is going to university in the fall…
THAT is marketing. It’s just on a small scale.
Relationship based digital marketing should operate the same way, but on a larger scale.
Reaching a lot more of the people that are willing to listen, and developing a relationship with them over time.
It’s called mass intimacy.
But a relationship can’t be built overnight. They take time to nurture and grow.
Take tv shows for instance. Watching one episode of a brand new series won’t get you attached to any characters. But the elongated storytelling after every episode gives characters context and time to grow into something the audience can get attached to.
And the anticipation of the next episode, because they keep frigging leaving it in a cliffhanger, makes you emotionally invested in wanting to watch more.
There’s only one thing left for you to learn about this type of marketing.
The last principle will take what you know so far to the next level. Once you know this,your new view marketing will be complete and you will have the base to understand what you want to do next, and whether I can help you achieve what you’re looking for.
It’s simple, but not.
The last piece of the puzzle.
I call it thinking in systems.