Are You Telling or Selling?
I don’t have much of a post today. I’m sleep-deprived from my newborn‘s late-night party habits and juggling new projects, old projects and 2012 planning at work.
But I do have a question for us all to consider:
Are you telling or selling?
. . . Are you telling stories in your marketing that inspire, educate or entertain? Or just selling your wares?
. . . Is your content helping your buyers? Or is it just helping you?
. . . Are you focusing on your buyers’ needs or your own?
I mean come on, selling is so yesterday. It’s tired. It’s boring. And frankly, it is often more than a little bit offensive. But selling-behavior is insidious. It’s easy to think that talking about yourself is the best way to sell. That’s why marketing and selling effectively is really hard.
I have written a series of articles to address the issues that arise from telling vs. selling but they all come down to this one biggest mistake marketers make: Making it all about you instead of your audience. In fact, I think “audience-first” should be the mantra of every marketer.
And if you say that we should focus on results, I agree with that. Focusing on your audience will drive better results. We also label our audiences and use internal terms and keywords they don’t use. And we think we know better which media our buyers use.
Now if you’re reading this post, you probably already get this. You’ve probably never made these marketing mistakes and intuitively get that what we produce needs to tell a good story.
So help me get the word out. Help me to make the case that change is coming to B2B Marketing! Because the most successful marketing will always be the stuff that best helps our audiences through the use of insightful, entertaining or inspiring stories.
Finally, do you have any favorite examples of great telling or bad selling? Please share…