There’s a massive difference between bad marketing and great marketing.
- Bad marketing is all about doing things to the marketplace.
- Great marketing is all about doing things for the marketplace.
Bad marketing is based around pushing. They email you because they bought your email address from someone. They write to you because they know where you live. They interrupt your busy day with cold calls, because they have your phone number. In short, they do things to the marketplace, which the marketplace doesn’t value or appreciate. When these irritating interruptions stop, we are pleased.
Great marketing is based around contribution and engagement.
You write a blog post, which gives people interesting, valuable or entertaining information. They enjoy it so much they spread the word for you and share your information with their friends. You write a newsletter, which provides great value to a group of people who asked you to add their name to your subscriber list. They forward it to their friends, who also ask you to add them to your list too. If you were to stop writing those blog posts or newsletters, people would miss you.
Here’s a useful post on how to attract great clients not pester them!
Bad marketing pesters people in the hope that if you pester enough of them you may make a sale. It’s based on the mindset that says it’s OK to piss off 1,000 people, in order to get 1 positive response. Great marketing is the total opposite. Great marketing attracts people and engages them.
Great marketing allows you to form relationships with your prospective clients. It also allows you to build great relationships with what I call advocates. Advocates are essential. Advocates are people, who may have no need for your services, but value what you do so much that they share your message and recommend you to their friends. For example, most people who read this blog will never spend a penny with me, but they will happily share my work with their friends; which can be of just as much value. Of course, advocates often become clients and clients should always become advocates.
The bottom line: I strongly recommend you figure out the most effective way to do things for your marketplace, not to your marketplace.