Seth Godin
Marketing outreach (ads, PR,
sponsorships, etc.) is not about one thing. It's about three things.
Awareness is a simple ping: Oh,
she's running for President. Oh, they just opened one in our neighborhood. Oh,
they're having a sale.
Trust is far more complicated.
Trust comes from experience, from word of mouth, from actions noted. Trust,
amazingly, also seems to come from awareness. "As seen on TV" is a
perverse way to claim trust, but in fact, when people are more aware of what
you do, it often seeps into a sort of trust.
And action is
what happens when someone actually goes and votes, or buys something, or shows
up, or talks about it. And action is as complex as trust. Action requires
overcoming the status quo, action means that someone has dealt with the many
fears that come with change and felt that fear and still done something.
Many people reading this are
aware that they can buy a new mattress, and might believe it's worth the
effort, but don't take action.
Many people reading this are
aware that they can buy a tool, get some treatment, visit a foreign land,
listen to a new recording... but action is the difficult part.
Action is quite rare. For most
people, the story of 'later' is seductive enough that it appears better to
wait instead of leaping.
As a marketer, then, part of
the challenge is figuring out which of the three elements you need the most
help with, and then focus on that...
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