One of the most challenging goals for any organization is how to successfully get the word out about your product or service. I’ve tried everything from traditional media ads (TV, radio, newspapers, billboards) to social media (Websites, YouTube, Facebook, Instagram, Pinterest, Twitter, Google Ads, etc.), to stores (Amazon, Etsy, Apple, Google) to interviews/earned advertising (newspapers, blogs, radio, TV) and to guerrilla marketing/street teams (teams handing out flyers, posting flyers in every imaginable place, lawn signs, teaming up with small businesses to cross-promote).
I’ve also documented the marketing strategies, the campaign strategies, and measured the results (engagement, sales, time, cost) for each one of my strategies.
It’s no surprise that word-of-mouth, a friend-telling-a-friend, remains the best method.
The 2nd Person
Derek Sivers (founder of CDBaby.com) demonstrated during a TED Talk that the key to success is convincing the 2nd person in the chain of friends-telling-friends to join in on the fun.
Only then will success follow:
But how do you get the first and second friend involved? Over the course of many years, I’ve learned a few things.
- First there’s several ways to engage the first and second people, but it all starts with a comprehensive marketing plan.
- Then there’s relentless positive action.
- Banish any semblance of corporate-speak from any type of communications. Words like semblance or holistic. Or my favorite word to hate: Synergy. Nobody has a conversation with their friends and family and uses words like these. Here’s a list in case you’d like more examples.
- It’s going to take a lot of hard work and time. Regardless of your political view, the Bernie Sanders campaign did it right. You can buy an audience for a short period of time. Any of the other presidential campaigns are excellent examples of audiences who are here-today and gone-tomorrow.
And with the knowledge gained through sometimes painful failure, it’s time to help you learn from my successes and mistakes. I’ve learned to be good at getting the word out and now I’m ready to help you. While I can’t absolve you of all the hard work, I can help you with strategies and campaigns that will likely work for your specific type of organization
This article is an excerpt from my upcoming book on Strategic Marketing & Advertising. To learn more about my books and classes and to receive a discount, you’re invited to subscribe to my List by clicking HERE.
Photography by Maria Teneva