Marketing, Issue 7

Why Modern Marketing Isn’t About The Money

As entrepreneurs many times we feel if we just had the capital, the money, the moola, we could be world crushing rockstars creating massive change all around us. And though it is nice to fantasize about, the truth is that money isn’t what is
stopping us.
All the prime time, super bowl ad spots won’t equate to massive profitability in your marketplace. The good news is on lots of levels money isn’t the answer. Gone are the days of “Mad Men” era ads that told the consumer to think this way, feel this way. Today’s media and information overload, everything from ads, to posts, to people- all the information is viewed the same- with skepticism.

Modern marketing is more old school relationship building than we want to realize. And yes, I do mean school.Like highschool.

Yes, highschool. Love it or hate (personally I am the latter) how relationships were formed back then is how the marketing environment for our brands and businesses are today. The good thing is that like highschool, you don’t have to have a lot of funds to execute this marketing plan. The bad thing is it takes time, engagement, and yes, doing something.

So how do you execute a killer marketing plan that actually works for your business? Here is how.

1. Do something.

Just like in highschool the kids who were “known” did something. Many times they were in multiple clubs, sports, and they took on the responsability. You must do this for your audience.

What does this look like for your business?

This means a random blog post won’t cut it. Social media on a whim doesn’t cut it. To market your business you must be clear about what and who you love - and commit to creating, doing, and communicating with these people.

2. You have to be personable.

The most beloved kids weren’t the head cheerleader and star quarterback, they were the ones who could make friends with just about everyone. Always positive, passionate, and very personable.

Just like in highschool, it isn’t that you have to be besties with everyone. But being kind and having a conversation went a long way. Staying humble and heartfelt always wins.

3. You have to stand out.

If it was being called to the principal’s office or to be on the prom court- standing out was a good thing. Now to stand out you had to do more, be more, and on a level that exceeded the average.

Yes, marketing is about getting noticed. Now the stage is way better than the principal’s office, but both will do. As the expression goes- “no press is bad press.”

Instead of aiming for bad press, aim for the stage. That can be an online TV show, being a featured writer in a publication, or the go to expert for a national media outlet. Whatever “stage” you go with make sure that it is literally above what the masses are doing.

Create, relate, and stand out: that is how modern marketing goes