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 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 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 There is a huge body of evidence (albeit outdated) and countless pundits that will convince you that banner ads, tv and radio commercials, billboards, email blasts and table tents are the answer to generating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 the absence of remarkable content and engagement we're left with the only 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 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.