Some Things Will Never Change

Tupac had it right… “I see no changes wake up in the morning and I ask myself”

Bob Dylan also had it right… “Oh the times, they are a-changin'”

The times have indeed changed. We live in the Communication Era and #ConnectionEconomy. Technology and social media have changed the way we live

Bob was correct…
But Tupac holds the key
There have been no changes to what truly matters…

No changes to the principles that work

We take them for granted. They’ve become second nature to us – just like the sun. It rises and it sets… it’s not ‘sexy’ – and because of this and our neophilia we take it for granted… just like the principles

Yet if the sun went missing…
We’d all be in very, very big trouble
Much like when your marketing principles go missing…

Your business is in very, very, VERY big trouble…

These principle existed since before you were born. The greats, your mentors, and those you wish to model used them to great effect… and now, for some idiotic reason, we want to try and re-invent the wheel

Something that’s truly impossible to do

People have forgotten the tried-and-tested principles for the ‘newer’ and ‘sexier’ terms that others are trying to make a quick buck on… Your neophilia is harming your progress and growth more than you know. And now is the time to come to the realisation that whilst ‘sexy’ may sell – it is not the answer you’re looking for

The only thing that has changed in regards to marketing are the vehicles and mediums we now use…
The people are still the same…
And psychologically we have not changed

You must still identify our biggest problem… you must still elicit emotion… you must still talk specifically to us… you must still identify with our worldview… you’ve still got to show up in front of us

It’s just simpler (note: not easier) to do so now thanks to social media

Don’t get me wrong…
But this will generate some heat and controversy

There is no such thing as social media marketing…
There is no such thing as digital marketing…
There is no such thing as email marketing…
There is no such thing as video marketing…
There is no such thing as direct mail marketing…
There is no such thing as “anything” marketing

IT IS ALL MARKETING. DON’T BE FOOLED BY ‘SEXY’
TERMS AND BIG PROMISES

They just use a different vehicle or medium to the others… the principles you need to use with them are the same

You’re still talking to human beings across every platform…

They all still use headlines that must gain attention and create curiosity…
In an email it’s your subject line…
Digital/social media is the first thing people read…
Direct mail and what’s on the envelope + how you strategically position what’s inside as they open it

You must still elicit emotion
Either taking us away from pain or toward pleasure
And you’ve still got to show up

Consistently…

I agree that video is booming and getting great engagement at the moment… but the principle is the same as it used to be years ago when TV or print advertising worked best

The intention of the video needs to be locked in… The intended niche must be known like the back of your hand… and your copy needs to be on point

I agree that TV is the new radio…
And youtube/social is becoming our main focal point…
But your niche will determine where you need to show up

And I’ve personally had amazing success with direct mail and other ‘unsexy’ offline marketing mediums that many think are dead

Don’t believe all the hype…

If your principles are not solid
Then it doesn’t matter what ‘sexy’ style of marketing you use…
As you won’t be destined for growth or greatness

You’ll just fade away into the abyss like all of the others

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