The highest purpose of marketing is to upgrade someone’s level of thinking about your subject.
This rarely means adding to the cacophony of noise on social media. The most popular conversations are rarely the ones that matter.
In copywriting (and marketing generally), most of the conversations are about hacks, tricks and formula. Like there’s some secret code that once discovered will unlock an unlimited flow of leads.
It’s also true in archery, where people obsess about sightmarks, aiming in general, and the wind. None of these things really matter. Especially the wind.
I do enough running to see a similar pattern. There’s a lot of talk about shoes and footwear. Not enough talk about breathing, core strength and flexibility. There’s not enough magic potion in these topics – not enough ‘quick win’.
I’ve been learning this week about golf for a project. Most of the conversations online try to de-engineer the perfect golf swing, so you can crack the code and transform into Tiger Woods overnight. It reminds me of the SEO phase when everyone tried to reverse-engineer the Google algorithm, to unlock the secret of number 1 search results.
(Haha. Good luck with that.)
This month’s edition of my print newsletter Story Selling Insider looks at the landing page factors that really matter. The most popular conversation online seems to be “should I use Leadpages or Clickfunnels?”
Do you think this conversation is one of the key success factors?
The reason my books are full of historical anecdotes is you have to look back in history to find the things that matter. That’s not a very sexy thing to do, and it won’t gain you many likes on Facebook. But gaining likes isn’t the name of the game.
The challenge as I see it is to talk about the things that really matter, but in a way that gets people’s attention and entertains them.