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« How to Grow Your Business in a Down Economy | Main | Advertising and Marketing that Sells »

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.

The Caution
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!

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Comments

Eugene

David,

Thanks for the comment and insight!

- Eugene

David Alger

We do promotions for various events and it is amazing how many posters for local events fail to provide enough information to get a call or Web visit.

In the postering world the tags at the bottom my not be pretty but they are effective.

ECS Dave

Hey Eugene,

Insightful post about going overboard with creativity. I dare say that I've seen some people fill up their web-space with so many ads, as to find it hard to locate what it was that lead me there in the first place... :(

I've made a post at my blog, somewhat related, in that I talk a bit about Dan Kennedy, and the future of information marketing. I hope that you'll check it, and maybe comment on it.

Be Well!
ECS Dave

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