Marketing is About Giving First

You know what drives me crazy? Marketing advice that starts and ends with a description of the tools you use to spread your marketing messages. I went to a marketing conference and almost the entire conference was about the tools. How to write good blog posts, how to tweet effectively, how to use Facebook, etc.

My question first and foremost is: Do you have anything interesting to say? If so, is it interesting to you or to your target audience (prospective customers)? Every time I write about inbound marketing and content based marketing, I hear the same thing – printers don’t know what to write about.

Lets all stop focusing on the tools and step back and figure out what the hell it is we want to say. I’ll put it another way, what do you want to GIVE? Yes, think of marketing as a gift. What do you want to give away to your prospective customers to build trust? Every sales transaction you’ve ever been through passes through these four stages: know me, like me, trust me, pay me. If you go online and give, you can take prospects through the first three stages (know, like, and trust) so that when the customer reaches out – they will be ready to pay.

Invest in your story, invest in your message, think through the “what” before you jump to the how (Facebook, Twitter, LinkedIn, Pinterest). There is so much noise (people simply spewing marketing messages that nobody wants to read, don’t join that crowd, think about what you can give before you ask for the sale.

This labelling news was spotted at Web to Print
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