By the Ocean
Clear 77 Degrees
6:01 a.m.
Prospects don’t hate advertising and marketing, they hate bad advertising and marketing.
This has always been true.
What is bad advertising?
Bad advertising is what business owners create in an attempt to get what they want.
What is good advertising?
Advertising that is valuable. It leaves your prospect better off AFTER interacting with it than they were before.
This is rare. It takes better ideas to do this, more empathy, a different strategy, a more mature approach.
Which is why it’s so powerful. And profitable.
Right now, you are reading my “advertising.” I am not trying to get anything from you. I am trying to change you. To improve you. To offer you insight about how to make your business better. When that happens, if that happens, good things come. This is not rocket science, it is simply work.
I have been DEMONSTRATING my ability to do this, every day, for the past 14 years. This advertising is what has created every single dollar I’ve collected in business since 2011.
Simple, short, daily, valuable advertising. It never stops, because I never stop being valuable.
Right now, I’m working on a booklet for a client that is about to be put in front of 100,000 business owners in the mail.
It’s advertising. But it will be unlike anything that current prospect pool has seen in the past 5 years. Because that’s what I’m good at doing: SHOWING UP LIKE NO ONE ELSE. And providing advertising that is actually valuable to the reader.
Is that what your marketing and advertising are doing? Or are you creating things in response to the question “how do I sell this product/service?”
You are the only person in the world who cares about that question. No one else does. Your buyers certainly don’t.
What DO they care about? That’s what your marketing and advertising should be about.
If you want advertising that your prospects hate, just get A.I. involved. Because it has no empathy, it has no connection with the depth of what it means to be HUMAN that you need to CHANGE someone. A.I. will be quick, but it will be useless, shallow and might actually embarrass you in front of your prospective buyers.
Do the work to make something real. Something with power and meaning and real value.
Advertising and marketing aren’t about manipulating people, they are about telling a story that changes them for the better.
Make Advertising Great Again.
When you do it right, everyone wins.