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Marketing

Sincerity only achieved by solving SOMEONE ELSE’S problem

(When a baby bear gets my attention on LinkedIn, Part 2)

In Part 1 of this blog, I reflected on getting attention in today’s noisy marketplace. A social media expert’s advice comes to mind: “Talk about your audience 10 times more than you talk about yourself.” People are taking this approach – so many posts celebrating, appreciating, liking what others are doing – and why?  Because those posting often believe this reflects favorably on THEM: “Look at me!  I’m talking about you!”  It’s a cacophony of BS.

Sincerity is only achieved by solving SOMEONE ELSE’S problem.

I’m reading Seth Godin’s new book, THIS IS MARKETING – You Can’t Be Seen Until You Learn to See.” He states there are three sentences we must complete (well) to be effective marketers:

My product is for people who believe…

I will focus on people who want…

I promise that engaging with what I make will help you get…

This creates alignment of people for whom we can solve problems.  That’s sincerity, and focusing on THAT will get us more of the attention we want, and we’ll deserve it.  Want more inspiration?  Read another of my book recommendations:  Bluefishing, the Art of Making Things Happen.

A baby bear gets my attention on LinkedIn

A year ago I was promoting the views of the megafamous digital marketing guru Gary Vaynerchuk who proclaimed that “every company needs to be a media company first.” I still think that’s true.  And yet, there is SO, SO much NOISE. Browsing LinkedIn, among all the sincere posts to build brands with important updates, you know what got my attention? A heart-wrenching video of a baby bear climbing up a slope to reunite with its mamma (OK, here’s the link).

We don’t really care about what others post as a means to their ends – and that’s most of what’s posted. Noticing that online powerhouses like Amazon and rising star Warby Parker are opening physical stores, and having re-read Bluefishing, the Art of Making Things Happen, I’m shifting my thinking – back to deeper human connection. Please take a moment to think about this.  I’ll share my conclusions in my next blog.

P.S. The video to which I’m referring has recently illuminated the negative impact of drones on wildlife!

What the CU Buffaloes Are Showing Me About Customer Acquisition

I went to the University of Colorado football game last weekend along with 52,000 other people – the most fans in 20 years.  Winning attracts fans.

photo courtesy of Evan Semón Photography

I’ve been thinking of how I can “model” what a winning team does and use that to attract more customers:

Win.

Customers have to see this.  When I started my business I practically gave away the work, and then way overdelivered.  Why?  So that I could show the next customer that my customers were winners.

Keep winning.

Sounds simple and of course it’s not.  Winning teams don’t tolerate long cycles of failure.  After a loss they redouble their efforts.  After a losing season, they change coaches, change players, do what it takes to get back to winning.

Be humble about winning.

Fans are massively attracted to a winner, but not an arrogant winner.  Coaches thank players.  Players thank fans.  Businesses thank customers.

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