Many people feel a bit uncomfortable around the idea of marketing. Some go further and positively hate it.
A new client of ours – the head of a very successful consultancy – has shied away from marketing for years because it just feels intrinsically wrong. To him, marketing is putting on an act, pretending to be something you’re not. Like many people, he thinks there’s a dishonesty at the heart of marketing that doesn’t sit easily with the way he feels about himself or his business.
He’s not alone. Pretending to be something you’re not is never a comfortable feeling.
Likewise our collective short fuse when it comes to being marketed at by pushy marketers – cold callers, spammy emails, incessant amazing never-to-be-repeated deals (until tomorrow, that is, when you get them again) – means we don’t want to be that pushy person. It just doesn’t make us feel good about ourselves.
We say look at marketing differently. When you approach marketing from the standpoint of ‘how can we help our customers better?’ rather than ‘how can we sell more stuff?’ it becomes easier to do. And, it works more effectively. It’s easy to switch off from a marketing message, it’s not so easy to switch off from something that genuinely answers a question that’s been really bugging you. (Right now, it would be impossible for me not to click on something that showed me how to get my 16 year old son to revise.)
You’ll stop seeing it as pushing, lying, or manipulation if you don’t push, lie or manipulate. Create marketing content that is genuinely helpful and you take the pressure off yourself.
Of course feel-good marketing is only possible if what you’re selling makes a difference to the world. That doesn’t mean you have to be Greenpeace, it just means you have a genuine desire to improve your customers’ lives.
Do good to feel good. This is the essence of the valuable approach to marketing.
Other content to make you feel good
- Help don’t sell, talk don’t yell, show don’t tell – a new mantra for your marketing
- You are not alone – collaborate for even greater content
- We like this book too – Unmarketing – stop marketing, start engaging