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Miley Cyrus won her first Grammy Award for Best Pop Solo Performance this year. Shocked but overjoyed, she took to the stage to accept her award from none other than Mariah Carey, and delivered a very heartfelt speech.
“So I want to tell you a story that sums up this moment, and I wasn’t going to tell you, but now Mariah is here, and there was this little boy who said all he wanted for his birthday was a butterfly. And So did his parents.”They gave him a bug net and he was so excited.He just went outside in the sun and started swinging. But no luck, he sat down on the ground and finally let go and surrendered, and he was like, “Okay, he wasn’t going to catch this beautiful butterfly. And that he caught… At that moment, a butterfly came and landed on the tip of his nose, and this song, “Flowers,” is my butterfly.”
So what does it have to do with marketing? all.
Current marketing theory is centered around amplification: more advertising, email, and automation. The idea is that the more times you can get your message across to your customers, the better. Push out social posts, text ads, Spotify spots, and attack them every step of the buyer journey, all the way through to purchase and wear and tear.
I liken this to chasing a customer down the street yelling “Buy it now!” They desperately run away as far as they can, which feels tolerable since they’re only doing this through a screen. But is it really effective? Or are we just casting the widest possible net over and over again, hoping to scoop up more (proverbial) butterflies?
I’d like to advocate another method, one that’s much less tedious. I want brands to stop chasing business and start attracting business. what does it look like?
Related: 7 Marketing Strategies You Need to Succeed
Let’s start with your service
You need to have something that ultimately becomes an attractive offer for your audience. I ask all my clients what kind of brand they want to be. Apple always shows up. The new iPhone has been released and there are lines around the block. We all want that kind of brand loyalty, right? The real question is whether we’re going to put in the effort to get there.
Apple didn’t become a brand giant by creating the same products as other companies in the industry. We pushed the conventions of the category at every opportunity. It was always on the cutting edge of new technology, so it was constantly innovating and becoming cool. Purchasing an Apple product was like the promise of a coveted new, shiny toy. Their marketing just lets them know it’s available, and frankly they hardly need it.
Apple’s customers do most of the marketing for them. Think about what would happen if your business had an offer that was so great that it created a waiting list. Get yourself out of the mindset that “things should be the way they are.” What if you created something so great that you didn’t have to force a message to convince people to buy? that That’s how you become an attractive brand. That’s how you catch butterflies.
Related: How marketing brings together connections, creativity, and results
keep it real
One of the biggest lessons I took away from the Grammy speech was the need for surrender. Accept the reality of where you are now. This level of honesty and trustworthiness is critical to building a great brand. That’s the opposite of giving up. Rather, we are realizing that while we can control certain things, many things are out of our control as a business.
It’s okay to let go of your unscrupulous grip on metrics and make life and joy part of your marketing practice. Marketers are so trained that they need a way to measure her ROI on everything. I’m not advocating wasting money, but I am advocating having the budget and openness to seek authentic brands. connection. It’s not a PR story or a partnership with an influencer. What I’m talking about is a real way to bring your brand’s purpose to life for your customers and employees.
Starting a business isn’t just about making money. I think it was created to help people. Sometimes we get so far away from where we’ve been and where we’ve been and the best we can do is surrender. Remember why we started working for that company in the first place and why we were excited to work for that company. How can we get back to being a great brand?
Related: How to build authentic relationships and customer trust
Please be a good manager
Think about the brands you admire. Does the brand need to convince you to buy? To corner you? No. What does the boy with the butterfly do when the butterfly lands on his nose? Does he immediately get up and start chasing it again? Or does he know he doesn’t need to? Will he continue to attract great things because he has the power to attract success? I would like to encourage you to become this magnet too. The way to do that is by being a good steward of your customers.
This means protecting your data, interests and privacy. It means treating them with the respect they deserve. We often treat our customers like numbers on a balance sheet. All you have to do is send in lots of information to sell. This is not the way to build a great brand. This is that pushy car salesman that no one feels comfortable around. When in doubt, just try to put yourself in their shoes. Is this what you want to hear about brands like mine? Or is this just weird? Is there a better way? Let empathy for your community inspire you to do better work and attract better customers.
One of the things I’m passionate about as a marketer is that we have to find a better way. This industry has become a never-ending spiral of advertising.Essentially, marketing should do the following Connecting Together with those who want to help. We don’t stay connected by shouting messages all day, every day. In other words, we are not great partners for our clients.
We hope to give you a new way of thinking about marketing so you can attract all the business you can without chasing anything.
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