The most successful marketing today, is not marketing that’s pushed at people.
The most successful marketing today, is marketing that people share with their friends.
Pestering people is cheap
The reason we receive so many spam emails and see all those unwanted sales messages on social networking sites, is that it has never been cheaper (in every sense of the word) to pester huge numbers of people. There’s no barrier to entry today. Now, if we go back just 10 or 15 years, if you wanted to get a message in front of 100,000 people, it was expensive. Today, it can be done for peanuts.
Pestering people is cheap, has little risk attached and requires little creativity. As a result, it’s everywhere – even though people are getting better and better at ignoring it.
The inspiration deficit
Where we see a shortage, is in business owners who have crafted a compelling story, which people want to share. I call this the inspiration deficit.
Facebook, Twitter, LinkedIn, Google+ and other platforms are PACKED FULL of hundreds of millions of people, who are looking for something interesting to share with their friends. We even have a name for people, who spend their social networking time sharing other people’s information. We call themcurators.
There’s no lack of people willing and ready to share our message.
The deficit is caused by the lack of business owners, who are willing to invest the time, effort, energy and creativity to build a story about their business that’s worth sharing.
The BIG inspiration pay off
As business owners, we must learn to stop pushing an uninspiring story. No, people are not interested in yet another provider, who is just a little less expensive or who delivers just a little faster than average. Instead, we need to learn to feed the marketplace with a compelling story and allow the marketplace to spread our message for us.
Is it worth the extra effort, to create a compelling service or customer experience, which people will feel motivated to talk about? Well, think of it like this. Right now, there are hundreds of millions of people waiting for you to give them a story worth sharing.
In the worst economic climate in living memory, that’s a pretty compelling reason to invest the extra effort.
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