Free Work

One of the cheapest and most effective ways to advertise is to give your work away for free. In the right hands, this sort of immersion is very powerful and the idea spreads, almost effortlessly. There are two risks...you give it away to the wrong people, people who would otherwise have no interest...and that your product is average. Both produce the same outcome...the price they are willing to pay is at or near zero. The pressure then is to do something so remarkable that even in the wrong hands it seems satisfactory.

Then there's the fear factor. People who are afraid to give anything away, a song, an ebook or a recipe are hiding behind the false notion that this somehow protects them and their pricing strategy. The worry is that someone will steal their idea and benefit from it. In reality, this sort of theft isn't that difficult anymore. So, the protection effort and the associated annoyances to the fan base are hardly worth it. But, more importantly, what they don't understand is that most people don't want something for free, especially if it's really great. There is an inherent quality in most of us that wants to reward people for brilliant work. So, again, the ultimate form of protection is to do something that matters, that creates such a stir that it compels people to talk about it.

All roads lead to remarkable as the best insurance policy.

If You're Going to Shout...

be creative, entertaining...and engaging

more like these can be found at inventorspot.com

The Battle for Engagement

I've been in a battle...for a long time. Sometimes the battle is with co-workers, sometimes with bosses, sometimes with myself. Nevertheless it's a battle...to overcome tradition. All my marketing professors, virtually all of my peers and every marketing firm I've ever hired have spent a great deal of time trying to convince me that I'm somehow flawed in my thinking that engaging with people should take precedence over shouting at them.

My argument is based on a simple notion...you have a better chance of practicing art when you're engaged with someone than when it's a one way conversation. Engaged, I have a better shot at making someone feel comfortable, cared for and welcome. Engaged, I have a better chance of building a loyal audience of raving fans. And far less of a chance to annoy them.

Here's the problem...there are serious counter forces at work. Traditional marketing (specifically promotions) is simply easier and safer to do than engagement. There is a huge body of evidence (albeit outdated) and countless pundits that will convince you that banner ads, tv and radio commercials, billboards, email blasts and table tents are the answer to generating more customers and more sales. Generally speaking, this old way of doing things doesn't require much in the way of meaningful content as long a you have a big ad budget. Of course, most of us don't have that...a big marketing budget. Even so, we find our way to tradition somehow, some way. And the paradox continues...in the absence of remarkable content and engagement we're left with the only option...to shout and hope for a favorable response.

For every dollar and minute you spend hanging on to tradition, you rob yourself of the opportunity to engage and build a relationship with a customer, to inspire front line staff to do meaningful work...to do something that matters. I encourage you to begin replacing traditional marketing with engagement activities, perhaps slowly at first. But, later as you gain momentum and the word begins to spread, you'll find yourself measuring referrals, evangelist incentives and rewards instead of click through's and 800 number counts. And, you'll find yourself in a happier place.

Legacy work isn't born from tradition, it's born from hard, meaningful work, done by heretics that often scare others away.

A Tall Order

Never promise what you can't deliver exceptionally well...all the time.

Spend more time listening and learning. Making bold statements is way overrated.

Pardon the Interruption

If you're strategy includes interrupting people, make it interesting and leave no doubt about your point...