Most business owners think that they need paid advertising to win new business. The outdated belief that “the loudest one in the room wins” perpetuates this problem. But advertising doesn't typically become effective until a modern marketing strategy is in place.
Outdated marketing looks like:
- Cliché copy that’s written to appease the boss (often done in a state of fear)
- Money thrown at paid ads
- The sales funnels of yesterday
Seth Godin clarifies this point in Episode 40 of my podcast, the Art of Humanity. He says that:
“The content of what we do — the essence of the change that we make — that’s marketing. The spin and the hype and promotion is not marketing.”
Content marketing allows you to do business your way (and stop apologizing for it).
Rebel against the online noise in a quiet, sincere way.
But here's the paradox: You can rebel without being loud; reflect and contemplate before you post content. When your content is less about “this is me trying to get heard” and more about “this is who I am and what I stand for,” your business becomes magnetic. And a magnetic business is a profitable business.
Loud, obnoxious marketing is going away for good.
Marketing favors people and businesses who know who they are.
Expressing yourself is one of the most powerful assets for your business; it drives conversations and creates connections.
Marketing to communicate the essence of the change that we make is here to stay.