The Worst Marketing Sin with some Caution
As of late I’ve been on a Dan Kennedy binge. If you’re unfamiliar with Dan Kennedy’s material you can find it at most bookstores or your local library. Kennedy is considered by many people to be one of the top direct marketing consultants in the world. Fair Warning: He’s very blunt in most of his advice. But he’s spot on with all of his business advice. Several of my core principles in the Event Promotion System are based on Kennedy’s teachings. In his “No B.S. Business Success” book he talks about the importance of being “interesting, different, and outrageous” with your marketing. Kennedy states that “the worst marketing sin you can commit is to be boring. People love to buy when it’s a pleasure to buy.” You want to be creative with your marketing, but be careful. Too many people who market their stuff make the colossal mistake of confusing creativity and usefulness in their marketing.
If you are thinking of making your marketing more creative, there is one very important point to remember. Many companies confuse creativity with relativity in their marketing. If you’re going to be creative with your marketing it needs to strike a deep chord with your prospect. What a business or event thinks is cool versus what the consumer thinks is cool are usually two very different things. Most businesses find this out the hard way. A consumer will almost always take high value and useful over cool. But that doesn’t mean you can’t have something that is cool and useful. It just takes a little creativity. Google and Apple are very good at combining useful with cool.
Personality over Slick Professionalism
People want to connect with one another. It doesn’t matter if they’re in a suit and tie or t-shirt and jeans. Kennedy states, “People are people, in the boardroom on the 50th floor or on the floor in the living room.” When you get down to it we all buy for the same reasons. If you can connect with your prospect at a very personal level you can do great things. Ask yourself, “Are you connecting with your prospect at a personal level in all your marketing?” Make it about them, not about you. It works!
Want to get more great info? Check out the articles below:
- Why Well Planned Events Fail
- How to Get Them To Your Event
- Getting Them to Buy Tickets Early
- Turn Your Event Into an Experience
- Leveraging Your Sponsor's Digital Resources
- The Event Promotion System
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