It’s not easy to buy your way into the hearts and minds of people anymore.
Marketing used to depend a lot on the size of your wallet. If you spent enough on TV and print ads, you could pretty much guarantee awareness. If you had all that money for media and you used a good creative agency, the results you wanted were likely to come.
Today you need more. You need to build a relationship, tell a good story, teach a new lesson. Lucky for those of us who don’t have the budget for agencies. We really can do it ourselves. But, if you’re doing it yourself, you’ll need to develop (or hire someone with) one skill in particular.
Good writing is what helps people connect with you, with your mission and with your product. Whether it’s a 120-character tweet or a 1,000-word blog post. If you’re a marketer, that writing is not a poem or a short story, it’s a long (years long) series that keeps people coming back again and again.
Good writing has a unique voice and point of view that sets you apart from the other businesses offering the same product.
Good writing is a gift to the reader—a gift of knowledge. Anyone who wants to learn what you have to teach will commit to you.
Good writing reaches out and touches something beyond the rational mind. When you touch peoples’ emotions, your message sticks. When you don’t, you’re roadkill in the game of who is cheapest.
So, if you bombed the verbal section of the SATs or avoided reading great fiction, or didn’t take the importance of developing your ability to communicate with words seriously because you figured you’d be selling widgets, start now.
Marketing is communicating.
The ever growing importance of social media requires that key people in a company participate. Your community will want to hear from you, not just from a representative who communicates behind the corporate “we.” Are you ready for your closeup?