| By :
Andy Grant
We've all seen offensive marketing tactics at one point or another -- and I'm not talking about swear words or dirty pictures, I'm talking about people SHOUTING why you NEED what they have to sell. But there are far better, more effective ways to create marketing materials that get results. I've taken to calling these obnoxious folks "marketeers" because that word seems to match their garish, amateur energy and style. Their tactics may be working on some people, but it doesn't work on me and I'll bet it doesn't work on you, either. Fundamentally, the difference between a marketer and a marketeer is simple: 1. intention 2. authenticity 3. skill Here's a quick quiz to see which category you fall into: 1. What is your primary intention when you create marketing material and put it "out there" ? a - to make as much money as possible b - to serve a specific target market c - to position yourself as an expert / branding d - to serve as many people as possible while earning as much as possible e - to stand out as unique / to have fun 2. Which of the following is MOST important to you (be honest)? a. making money b. growing a list c. positioning your product d. getting your message out there e. solving problems 3. When you create marketing materials, who do you sound most like? a. news personality or nonpartisan observer b. Frank Kern (or some other huge marketing guru) c. a person you think represents a good sales person d. yourself 4. Which of the following would you NEVER compromise? a. potential sales / customers b. your reputation c. artistic license d. your integrity e. your vision 5. Where do you get your inspiration for creating marketing materials? a. by studying the great marketers / taking courses from successful marketers b. by following a marketing formula (e.g., identify a problem, feel the pain, solve the problem) c. from everyday events or whatever you think will convert d. from inspiration, wherever you may find it 6. When inspiration strikes you with an idea for a product or promotion, which do you typically do? a. research to see if anyone's already done it / if there's a demand for it b. call your mentor to see what he/she thinks of the idea c. run some testing to see if it converts d. take it and run with it If you answered mostly "a" to these 6 questions, I would challenge you to consider that your heart is not really in your marketing, and you could bring in a LOT more sales (with a LOT less refunds & chargebacks) if you were to put more authenticity and love into your intentions and your marketing. If you answered mostly "b" to the questions, I would invite you to consider that you're playing it safe. What would happen if you took more risks in your marketing? If you let more of YOU shine through? What are you afraid you would lose if you did that? If you answered mostly "c" to the 6 questions, you're sort of on the verge of leaving "marketeer" but you haven't quite crossed over to the realm of authentic marketer. If your answers mainly consisted of "d" and "e," then your marketing style sounds truly authentic. Now I would challenge you to take it even further -- invite inspiration to guide you, search for the unexpected, and allow even more of YOU to come through in your marketing. People are hungry for truth in advertising...for authenticity...for YOU and what YOU are truly passionate about. Now all you have to do is give it to them. Go for it!
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