What “New Marketing” Really Means

Can we talk?

I’ve been wanting to share my thoughts on the “new” marketing for some time.

Why?

I know some really honest people, chock full of integrity, not so much concerned about earning seven figures as they are getting paid for the value of what they share with the rest of us and as importantly making a contribution. Remember that passion and enthusiasm that got you started?

Then, there are the others.

I thought they’d largely vanished. They are the folks who still poke and prod, get up in our faces and suggest that we never really belonged at the cool kids lunch table anyway. They’ve located our pain and they have the answer.

I had an experience the other day that caused me to write this post.

YouTube videos are my friends. Any time I’m stuck I’ll do a search and viola, there are a host of experts willing to share their thoughts with me. Some of them have made me look like I knew what I was doing , especially when it came to fixing things around the house

The other day I was interested in learning how people were using YouTube videos as a way to build their email list. After a few abortive tries I found one that looked pretty interesting. I hit pause, went for a cup of tea, settled in and punched “resume.”

The content was exactly what I was looking for and I even registered to receive the free gift the presenter offered if I’d share my email address.

I did. I know the drill. To get something you have to give something. No problem.

I knew what was coming next. It’s called the squeeze. You have my attention, you’ve plied me with all sorts of free stuff, now it’s time to reach into my pocket……….. Again, I do not have a problem with this.

It’s called sales and it is not a dirty word.

I read the landing page I was sent to. Again, good stuff. But………….Not anything I needed right now. I book marked it for future reference. Just in case.

Now, people respond to rejection one of two ways:

When I get notice through my provider that someone didn’t click though or left in the middle of reading something I’ll respond by telling them I’m sorry they aren’t interested and one last time in an appropriate way, share the benefits of what I am offering. I close by telling them I hope they enjoy my newsletter or blog or whatever it is they gave me access to their email for.

See, that email address is gold. They may not need the program I am currently offering but down the road something may be of interest to them and they may investigate further.

(Did I tell you one of my motto’s is “Measure progress with a calendar not with a stop watch!”)

The second way of responding to rejection was how I was treated. I received an email that suggested I’d never reach my life or business goals as long as I made the choice not to enroll. As a matter of fact, I was told I was now part of the 99% who didn’t want to work hard and make commitments. It was my loss.

The cool kids lunch table was getting father and farther away.

But ya know what? That’s how they wanted me to feel. They wanted me to feel hurt. They wanted me to lift my tear stained eyes and admit I had it all wrong.

They were my hope and salvation.

There was still time to act.

Let me ask you something?

How do you want to be treated?

Do you want a thank you, see you later, hope we can connect down the road and if not no worries.

Or

Do you want to be told you’re a quivering mass of failure who’ll never amount to anything.

The old way of marketing suggests I find your pain and exploit it. The new way of marketing suggests I find your strengths and passions and celebrate them.

There might even be a happy dance involved.

New Career Creations blends the disciplines of business, career and life coaching to assure their clients have the best opportunity to be successful in all areas of their lives and careers. We partner with you to create those possibilities. A Heroes Journey is published on Tuesday at 7:30 AM CST. You can contact us at John@NewCareerCreations.com