That dirty ‘M’ word

When I say ‘marketing’ what comes to your mind?

Manipulation? Lying? Slick advertising executives who boast they can sell ice to Eskimos?

I’ve met a lot of social entrepreneurs and passion-fuelled business owners who believe marketing is inherently evil. A necessary evil, but evil nonetheless.

Many lose precious time and energy caught in a crisis of conscience – not wanting to be that sleazy marketer type but, at the same time, believing it’s the only way to succeed, the only way to get the word out about whatever great thing they are doing.

Getting the word out

That’s what marketing is really about – making sure people know what you have and how they can get it.

There’s nothing inherently evil about that.

We don’t like marketing that encourages senseless (and often destructive) consumerism, that preys on our vulnerabilities to sell us stuff we don’t need and can’t afford, that’s pushy and patronising and treats us like credit card swiping drones.

But we do want to hear about genuinely useful services, and products that will make our life better in some way. And we want to support sustainable, ethical businesses. I want to know when my favourite people have princess pink learn to knit kits, healing singing bowls, aardvark body potions or world-saving art cards for sale.

And that’s marketing too.

It’s about how you do it

Ultimately, how you do your marketing comes down to you.

You can absolutely do it with integrity, and honesty, and respect for your audience. I’ve talked a bit about how this works with non-sleazy copywriting.

I think it works best that way because you market with a clear conscience and bring all of you to the ‘getting the word out’ party – without feeling like a sleaze-ball. I don’t think any mindful business person is going to be doing their best work if they feel like a sleaze-ball.

BUT that’s not all that’s working in your favour. There’s bigger stuff happening here.

A short story about marketing

Once upon a time, there were a limited number of advertising channels through which businesses could reach potential customers. And they had to buy time on these channels – newspapers, magazines, billboards, radio and TV.

Big companies spent big dollars broadcasting their message to a big audience. They didn’t have much time with the audience, so they tried to hook people hard and fast.

Then the internet happened and it became much easier for businesses (of all sizes) to talk to their potential customers, and for customers to talk to each other. A new approach to marketing began to emerge.

Markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny and often shocking… the human voice is unmistakably genuine. It can’t be faked.

Most corporations, on the other hand, only know how to talk in the soothing, humorless monotone of the mission statement, marketing brochure, and your-call-is-important-to-us busy signal. Same old tone, same old lies. No wonder networked markets have no respect for companies unable or unwilling to speak as they do.

Cluetrain Manifesto (1999)

Guess what? You’re a human!

So talk in your human voice. Connect, interact and converse with the people who are interested in what you have to offer.

Forget the old-school marketing that doesn’t feel right for you (it’s dying anyway). And don’t waste any more time or energy thinking that marketing the great thing you do puts you on the slippery slope to sleaze-town.

5 Dec 09   |   Read more on Featured, Sleaze-Free Marketing   |   4 Comments »