Marketing

The New Rules of Marketing

For many years the traditional methods for building a brand and getting the word out about your products or services consisted of spending a lot of money on advertising campaigns and  even more on a public relations firm to pitch the media on your behalf and hope for the best. Well my friends, the rules have changed. Today you have much more control over your message and who you are able to reach.

Consumers appear to have little patience with traditional advertising such as billboards, television commercials, newspaper ads and messages that pop up in taxi cabs, movie theatres and bathroom stalls. But now you have a tremendous opportunity to publish great content and connect with like-minded networks of people online to build your own buzz, establish yourself as an authority in your industry and attract more clients than ever before.

Never has there been a better time to harness the power of the Web and “Word of Mouse” to propel a brand to seemingly instant recognition and success. Don’t get me wrong, I’m not saying that you can easily turn into a household name overnight, even though to others it might appear that way. As we know from Malcolm Gladwell in his book, The Tipping Point, trends that seem to come out of thin air were actually manufactured in a very strategic manner by people working diligently behind the scenes.

The new rules of marketing put the power back into your hands. You have before you an incredible opportunity to tell your authentic story the way you want it to be told. You have the ability to reach thousands, if not hundreds of thousands of people who want to hear your message. Understand these new rules and you’ll be well on your way:

1. Static vs. Fluid
The traditional methods of telling your story were static – a marketing brochure or pretty website with information about you and your company. To survive in today’s overcrowded marketplace, your marketing needs to initiate a conversation. Videos, blogs, Q&A’s, interactive tools etc. all get the conversation started between you and your target market. If you aren’t fluid enough to engage your market quickly, you will lose them to others who offer more flexibility, content and interesting options.
2. Print vs. Electronic
Gone are the days when we get all of our news and information from the newspaper and morning show. Everyone has moved online, including all of the media giants. Claim your online space now and make sure people will want to talk about it. In other words, offer something interesting and valuable. Having an opt-in box on your website that says, “Sign up for our newsletter” isn’t going to cut it anymore.
3. Advertising vs. Authenticity
Unless you are Coca Cola, NBC or Apple, which have established name recognition and substantial advertising budgets, it doesn’t make sense to allocate your hard-earned dollars to advertising when there are other, more effective ways to get noticed. Today’s consumer is so overwhelmed by information, that the first thing she turns off is the advertising messages. What she’s really looking for is authenticity. If your story is compelling and you are able to touch her in a meaningful way, then you are much more likely to count her among your tribe.
4. Networking vs. Connecting
While you still may be attending a weekly networking breakfast at the Chamber of Commerce and are probably making some great connections through your non-profit board, it’s just as important today to spend time connecting and networking online with groups of people who can help you take your brand and your message viral. New marketing is about moving beyond hundreds of people into the thousands, if not hundreds of thousands. Resources like Facebook, Twitter, LinkedIn, Squidoo and millions of blogs make this possible.
5. Expert vs. Authority
Anyone can call themselves an expert. However, there has never been a better time to plug into the power of the Web to go beyond the expert realm and establish yourself as an authority with your message. The powerful combination of Web content such as blog entries, videos, article submissions and more, plus a network of people to share and pass along your message through social media platforms, can quickly spread like wildfire.
6. Word of Mouth vs. Word of Mouse
Having other people tell your story creates a domino effect to success. The power in “Word of Mouse” is in both the sheer volume of people that your message has the capacity to reach on the Web as well as the speed in which it can be delivered.

Even though the Web and all of the options available can appear overwhelming, don’t be intimidated. It’s really a matter of just starting somewhere. Pick something that resonates with you, whether it’s blogging, submitting articles online, adding video to your website or setting up a page on one of the social media sites, and just start there. As Martin Luther King Jr. said, “You don’t have to see the whole staircase, just take the first step.”

©Liz Dennery Sanders 2011

Would you like to use this article in your newsletter, blog or website? You’re welcome to share this article. When you do, you must include this complete copyright blurb:

Liz Dennery Sanders wants you to build your buzz and be successful beyond your wildest dreams. As the CEO of Dennery Marks Inc., a brand development and celebrity outreach firm, she founded SheBrand, to help female entrepreneurs build powerful personal brands, attract more clients and position themselves as experts in their industries.  You can reach her directly at info@shebrand.com or www.shebrand.com.

You Are Your Brand

The other day, I was walking through the halls of work, my heels clickity-clackity on the hard floor. 

Someone in the inner offices asked, "Who is that with the heels?" 

The response, "It's Donina, of course!" 

THIS IS WHY YOUR BRAND IS YOUR IMAGE, IS WHO YOU ARE.

YOU AND YOUR BRAND ARE MUTUALLY EXCLUSIVE. 

Chew on that for a bit....

No Strings Attached (And All That Nonsense)

By now many of you have probably seen the movie (or at least the movie trailer), "No Strings Attached",  a story about no-strings-attached sex between two friends. Ashton Kutcher is Natalie Portman's pal, and they have an arrangement to get together whenever the need arises and "use each other" for sex. And we know the formula: they end up falling for each other, and the meaningless sex turns into true, forever, happily-after love.

Though the premise attempts to redeem itself, the message is quite misleading, and sadly, there are many people out there that will unwittingly believe that such a relationship could truly become reality. Unfortunately, the message will also translate differently for a woman than for a man. Women will think along romantic notions (sighs and butterflies), and men will think they this is the best arrangement ever (playah!) - both will end up with nothing but fool's gold.

I realize that I am ranting about a movie, but let's face it - we can get caught up in the fantasy of movies. I read an article some time ago which postulated that women's ideas about men and romance might be heavily predicated by what the movies portray - consciously or unconsciously. Whether or not there is some truth in that, it is rather disconcerting to see movies like "No Strings Attached" playing up the "positives" of an otherwise no-win romantic situation. There is nothing redemptive about the "no strings attached" concept, in romance, in business, in life!

Unfortunately, real life does not play like out like the "No Strings Attached" premise. We're not in Kansas anymore - someone's heart will be broken.  Rarely will the "bad boy" be reformed by the "good-girl-next-door", true love will not materialize after a heated night of passion, nor will the rich heir to a fortune throw his inheritance away just because he falls hard for the poor servant. Fairy tales are just that - they make our hearts swell, as we cheer the underdog. But let's not subconsciously think that life can somehow mirror what we see on the big screen - not even an iota.

Ladies, value and esteem yourselves! Becoming a "mean girl" or thinking that the "Ugly Truth" will morph into something "sweet" and "cute" is not endearing in the real world. Guys, you can be strong and masculine, and espouse honor and integrity. Bad behavior a la "Jersey Shores" or "Housewives" is totally NOT cool! No matter how entertaining to watch on TV.

Being a "no strings attached" person is shallow and non-committal. No personal relationship, business, project, or career can survive and thrive with such a life-view. A life worth having is fully committed in all facets: love, relationships, work, and business. It's the stuff that fulfilled dreams and sweet successes. You gotta be all in, otherwise don't play at all.  

Minding Your Own Business

Starting a business can be an overwhelming endeavor. But it is do-able, and does not require being a Trump-esque organization with a board of directors, a team of attorneys and a 500-page business plan. Starting a business can begin with your passion, an idea, and the desire to do something that offers great reward.

1) Passion – The expression “love what you do, do what you love” is a basic truth. When you were a child, you often play-acted what you wanted to do or be when you grew up: a doctor, an actress, an astronaut – because it was something fun and interesting. Of course, not many of us go on to be those things we fantasized about as children, but the foundation is the same: we sought out something that would interest us. Starting a business should espouse this childhood role-play: do something you are interested in and would “love” to do for the long-term. I use the term “love” because there will be bumps along the way, and just as in life, if you love what you do, you will weather through the difficulties, objections, and any hurdles that your business may face.

2) Idea – The “idea” does not have to be a huge revelation or epiphany. Necessity is the mother of invention, and many times, a business idea stems from a need you see yourself fulfilling. Take the organization “Meals on Wheels” for instance. Someone recognized the need to deliver food to shut-ins in the 1950’s, and thus the current organization was born. But an idea is just an idea until it is implemented. 

Do it, and don’t over-think. Too often, a person with a great idea allows fear and doubt to crowd in: not enough experience, no funding, wrong (or no) education, this is “bad” idea, etc. are excuses that need to be banned from an entrepreneur’s thoughts. Ideas that come to fruition can turn into orchards if
seeded and nurtured correctly.

3) Desire – This may sound a lot like passion, but it is different. Passion is the heart of your business. Desire gives you velocity – forward motion, especially when the going gets tough. Being an entrepreneur is no cakewalk, and starting a company on a shoe-string budget takes a lot of creativity and humility. Be open to learn from other successful companies and individuals whom you want to emulate. Write down what you desire to see for yourself and your business, even if it seems over-the-top. There is something powerful about seeing your future on paper. It may not all happen, but when written the desire looks tangible.

There are, of course, more to starting and building a business than the passion, idea and desire. Take note that these 3 things are mind-sets, and the #1 key to success (or failure) starts in the mind. So don’t let the lack of what you think is essential deter you from starting a great business. “If you build it, they will come” – what are you waiting for?

Originally posted on Curvy Magazine, November 24, 2010.

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