Dead End Marketing
I am hearing the sound of the walls moving. Her hair is dark and beautiful, she’s sitting on the couch and can’t touch anything. But still, she makes the house shake, just by using her mind. A man is walking down the stairs, he’s eyes are black. Another man is in the kitchen, he looks quit normal, but he’s not, not by far. He’s a werewolf, the man walking down the stairs is a vampire and the girl in the couch is a ghost. They’re living together in a house.
Sometimes they scare me, other times they make me smile. The reason I’m watching the TV show Being Human is because it’s very different, it’s not like anything I’ve watched before. It’s creative and it makes me think.
It makes me think about:
- testing, and
We are storytellers
All people are storytellers. And all people love stories. I was going to start out by saying that all marketers are storytellers, but, it’s not just marketers. And, we all love hearing stories that are targeted to us. You might not like the TV show Being Human, but somewhere out there, there’s a different book or a different TV show, service or a product you definitively enjoy.
And the reason you discovered it was the story.
And the reason you enjoy it is the story.
When I’m watching people, I think about the power of content marketing and how stories are shaping the world we live in. And that the reason I started my marketing business is that I want to be part of it. I really want to make a difference and help people to create the right content for the right stories.
All companies and brands are telling stories, politicians are telling stories, athletes are telling stories.
When you’re buying clothes, you’re thinking about how the clothes will make you look, how people will think of you, or who’re selling the clothes, or if the clothes will help make you warm or dry or whatever. You are asking questions. You are creating a story. You might be the only person in the world who will get access to the story, but you are creating it.
You think about stories when you’re making a decision.
You create stories when you’re making a decision.
As a marketer, you want to create a story that’s true and a story that fits your targeted audience.
But, before we get too comfortable, we need to test it. We always do.
Testing the story
I really enjoy being creative. But, when you’re trying your best to be creative, you’ll need a system to discover if you’re trying too hard, or if it’s actually working and if it’s part of who you really are.
I listen to what other people are telling me, and I watch their behaviors close.
The reason I published Fuzzy on Amazon (for the Kindle) was to test the publishing process and learn how to do it. I was never aiming for a best seller or to earn a lot of money from it, it was part of a process. I received a lot of feedback as part of the process.
The same happened when I added the Barack Obama method of email marketing. I did it all for testing.
I always test new things and marketing techniques every single week, and I’m doing it because I want to see if they can be part of my story (the real story of who I am). If I believe they fit my story, well, then I’ll add them to my testing. But, I am always tracking my results carefully.
My tracking is either based on “real” evidence, like when I can see that what I’m doing doesn’t actually work, or my decision to stop it, is based on my gut feeling.
Take a look at the Barack Obama way to get leads for a second. I used a plugin called Welcome Splash, that redirected all the new traffic to my blog to a welcome page that asked them to sign up for my newsletter.
This technique worked great when it comes to how many people that actually signed up for my newsletter. This was by far the best number I had ever seen. But on the other hand, what I discovered was that a lot of people who visited my site didn’t see any of my content other than the welcome page. If they didn’t sign up for the newsletter, they just left. And they’re never coming back, that’s for sure.
One of my goals when it comes to marketing is to help people by using the power of content to tell true stories. When most people didn’t see my content, I certainly didn’t feel like I was helping.
I received more subscribers than ever. But, the technique wasn’t part of the story of who I really am.
I am being human.