Boulder City Chamber of Commerce转发了
Over the past 25 years in the industry, I’ve been asked to give my opinion on the best marketing advice I can offer someone. My answer is straightforward. I shake their hand. Allow me to explain. Marketing experts can agree that the standard definition of marketing is the act of promoting and selling products or services. It refers to company actions to attract an audience through high-quality messaging. The goal is to deliver standalone value to prospects and customers through content, with the long-term aim of demonstrating product value, strengthening brand loyalty, and ultimately increasing sales. It’s an accurate definition, but it suffers from the Achilles’ heel of marketing copywriting, a lack of memorability. In essence, it’s boring. I like to think about marketing in much simpler terms. At its most basic level, it’s a handshake between strangers. It’s reaching out to someone you want to connect with. When you extend that hand, the other person now has a choice to accept the gesture or not. The hands meet in the middle. That’s where the connection happens. The space between is the conversion, the gap between “I don’t care” and “Now I’m interested.” What makes someone decide to cross that space? The answer to that question holds the key to the core of your marketing campaign. Does your brand reflect the welcoming expression of a friendly face? Does your messaging carry the openness and approachability of someone stepping up to start a conversation? Does your pitch have the honesty and vulnerability of an outstretched hand, simply asking for a moment of connection? Ask yourself, “Does my marketing campaign truly speak to people in a way worth their time and attention?” And just as importantly, does my brand support that approach? A brand is more than just a logo. It defines your intention and carries the weight of its promise far more than most business owners realize. Your brand isn’t something you create; it’s something you discover. When Michelangelo was asked about the secret of his genius, particularly regarding the statue of David, he famously said, “It’s simple. I remove everything that was not David.” Building a brand takes time and requires focus on the richest, most authentic aspects of business. But when done well, your purpose becomes clear to anyone who encounters it. In that moment, your brand reaches out to a like-minded audience that recognizes, responds to, and accepts the gesture.