There is so much talk these days about social media taking over all those “old” techniques of marketing that I’m wondering if it’s time to finally recycle all of my old marketing textbooks from grad school. Actually, I’d also have to clear my mind of all that dogma that was drilled into my brain through years of mounting big marketing and advertising campaigns, and trash the framed motto given to every employee in that big old ad agency in the Big Apple that read: “It’s Not Creative Unless It Sells”. Now that “giving” has taken the place of “selling”, it seems terribly out-of-date!
In truth, I will not faithlessly walk away from my marketing tools and slogans as they come in very handy from time to time, but I have bought into the new formula espoused by social media guru, Michael Stelzner. It goes like this:
GREAT CONTENT + OTHER PEOPLE – MARKETING MESSAGES = GROWTH
It boils down to that never-to-be-forgotten concept – Giving is Receiving. When you give people things they value, like information, advice, insights, and free material, the focus of your company shifts from “What can we sell you?” to “How can we help you?” Once you demonstrate your expertise and understanding of the needs of potential customers, by the content you produce, the ideas you showcase, the stories you share, and the people you attract, you start building TRUST. And people buy from, hire, and consult with companies they TRUST.
Maybe I don’t have to change that old advertising slogan that much after all. Creativity is still king in my mind. I guess the new, revised version will be:”It’s Not Creative Unless It Provides Value”!