I was going to change the title of this inaugural blog post to be catchy, sassy, marketable…. but I thought better of doing so. Imagine that- a marketing person actively trying to NOT market something. I just felt that I had to let everyone know that sometimes it’s just a better idea to keep things simple. I would even go so far as to say that sometimes we become too pre-occupied with the nitty gritty- that we lose focus on our priorities.
We lose focus on what the goal really is. Is our goal to make sure you have the prettiest and fanciest newsletters- OR is our goal to make sure the people you send newsletters to extract useful information and actually READ them? While the former may be true to an extent- aesthetics are indeed important-the latter is the most important. Not only do you want your target audience to read and find your newsletters useful, you want them to see you as a master of your craft- not solely concerned with the bottom line- but also with the health and vitality of your industry as well.
Long long ago, a wise former boss of mine (Al Casazza, CBS Radio) told me “Kristin- people buy from people they like” – ok so that’s a fairly simple concept, yes? No. Not in the way my brain works. For once in my life-I was totally stumped. The meaning of this profound tidbit totally escaped me.
Homeward bound I skulked, dejected and sad. How would I find a way to get these people to LIKE me and not just see me as another person they had to pay? How in the world would I ever do this? I could bake my clients cookies. I could bribe them like all of the other sales reps did with bottles of wine or platters of sandwiches. I could do lots of nice things… if I were rich. At this rate- I was doomed!
It took me years… but I finally found the answer. People like people who care. They want to do business with companies that have a social conscience. Would you rather patronize a business that was solely concerned with profits- or a business that was passionate about what they did and passionate about bettering their customers in the process?
All things considered equal- I’d much rather get the product/service that I needed while also getting some useful information in the process. Time is money and in this day and age you need to believe wholeheartedly in the power of two-fers. Two-fer-one- marketing excellence AND a pearl of wisdom. Genius. Julie Cottineau does such a great job explaining what I am so poorly trying to say. Read on…
In closing, I truly hope that Daly Marketing can fulfill all of your wildest marketing dreams. 🙂 I hope I can get everyone as excited about this as I am- and if I don’t- I’ll try to distract you with catchy slogans and sparkle-graphics. Totally kidding about the sparkle graphics!