(shouts the radio voice-over…)
The most striking thing about marketing is that, at its most basic, it boils down to storytelling. Every small business and product has a story to tell. Some do this very effectively, while others strike out.
Marketing shouldn’t come across as some sneaky process to convince people who don’t need your product that they must have it. Likewise, it shouldn’t be conveyed with the shouting overkill of a radio car commercial, complete with a booming voice, echoes and exploding noises for effect. It’s a simple story.
I’ve heard my husband mention commercials or advertising where there’s some sort of covert product placement, or the impression is given that “everyone else is buying it.” While there can be a time and a place for this trend-centric approach, by and large it is not the right tactic.
A product or business that is good and worthy and focused on doing the right thing won’t have to resort to any tactics that feel less than honorable. All it takes is a good, effective, passionate person with the right tools in their toolkit to help you tell your story. Often, the simple rules of demand followed by supply make it a story worth telling… to the right audience.