December 15, 2016

The definition of good marketing

How would you define ‘good marketing’?

To me, good marketing isn’t a particular strategy, or good execution. Good marketing is developing a valuable perspective on your subject, and finding better ways to communicate it to people.

Developing a valuable perspective requires input and thought. Most people starve themselves of both, instead burying themselves in endless tasks. Explaining your perspective to people over any length of time requires analogies and stories.

I log into Twitter once or twice a month. I don’t follow many people on Twitter, because most people use it as a PR broadcasting tool. (Oh yeah, because when I open Twitter the thing I really wanted to read about is how wonderful your product is…)

One of the people I do follow is Ken McCarthy. Ken has built up a valuable perspective on marketing over the years, and the tweets he posts communicate that perspective in interesting ways.

Ken McCarthy Twitter post

I found that tweet valuable, because it got me to think about email frequency in a different way, using an analogy I hadn’t considered. Which is the correct way to use Twitter, and the correct way to do all your marketing where trust and long-term relationships are important.

However you publish your message, are you seeking to use better analogies and better stories that communicate a valuable perspective?

Or are you blasting out the same dull messages over and over, and wondering why everybody yawns in your face?

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.