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Marketing people love?

by Sonja Jefferson on September 26, 2014

Boom heart image from Valuable Content Marketing

I wonder what you really think about marketing. Is it a concept you embrace, naturally, or does the thought of it somehow leave you cold?

Ian is a client of ours – the founder of a 100-person consultancy firm. He has never been a big marketing fan. His fantastic business has grown organically, largely driven by the referrals that come from doing excellent work and the sterling efforts of his new business team. But consistent marketing? Yes of course it’s something he’s always wanted to get to grips with. He knows it will make selling so much easier, but he wrestles with the fact that, philosophically, marketing just feels a bit wrong. He’s not alone.

Julie is a good friend of mine. She’s starting up a business selling the beautiful stained glass artwork she makes. Julie’s a talented artist but detests the idea of marketing herself. Her products are great – why can’t they just sell themselves? For her marketing is synonymous with lying.

Marketing shouldn’t feel this way

For Ian, Julie and many business owners we meet, marketing feels like putting on an act. They worry that they’ll come across as pompous, self-important, invasive and manipulative, and that by marketing they will be seen as coercing people into buying things. Like a cold caller on a Sunday afternoon, or the fake-smiling actor in a cheesy TV advertisement, marketing will turn them into people that nobody likes or trusts. For many in business there’s an inherent value clash here. [click to continue…]

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