I see three kinds of marketing all around me:
Little Piggy Marketing.
It goes We, We, We, all the way home:
- We offer this.
- We're great at that.
- We promise you the other thing.
What's in it for the poor reader? Where's the solution to his or her problem?
Three Tenors marketing.
Mostly from sole practitioners and political candidates, it sounds a lot like Placido Domingo warming up for a concert: Me, Me, Me, Me.
- My strengths are this.
- My beliefs are that.
- I promise this.
- I'm a provider of that service.
(And don't get me started on the word provide. Is there a more dead word, devoid of excitement and action, in the English language? Can we even really classify it as a verb at all?)
If we're going to look to farm animals for our marketing examples, the one I'd pick is (pun gets bad here - look out) the female sheep.
Ewe.
- Here's what's in it for ewe.
- Here's how ewe benefit -preferably in exciting new (newe?) ways.
- Three new solutions to ewe-r (your) biggest problem.
- How ewe can be the biggest/prettiest/happiest/whateverest ewe in your flock.
And it works in B2B too. Because business buyers are still people (ewe) first - 24 hours a day.
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