Cow dung and Web 2.0

I have had several marketing / sales conversations recently where I am trying to describe the Web 2.0 direction that we are all heading.

When you are working with people who know that term: "Web 2.0" - then the conversation starts at a different point.

But, the backstory of the conversation is always in the same direction...."what should I do?"

Web 2.0 is more thought and more work.

When a marketing company is used to sending out BRC cards and then hoping they bought the right list, or offered the right incentive, or used the right color...then getting them to actually think about content and authenticity, to actually ASK about that content, and to then convince others that possibly getting ripped apart by their customers is a GOOD thing is a challenge.

A challenge...but it is right.

Look - Web 2.0 means asking better questions...of yourself...of your partners...of your customers...of your upset customers in particular.

That is the mindset...now, what are the tools. There are literally hundreds of companies out there that have the Web 2.0 concept of true, authentic, rough-around-the-edges interaction built in to their DNA.

Here is a site that lists many of them....it is astounding how many of these companies / websites there are.

Web 2.0 List on Sacred Cow Dung

How to do Sales and Marketing

Penelope Trunk has written a book.

She has a blog too. Here is a recent post about how to get an agent's attention if you want to sell a book idea:

URL:A week of journalism: Seven ways to get an agent’s attention

The cool thing is, this is great marketing advice.

Marketing is NOT just about features and benefits...and yet, people still focus on that almost exclusively. If I here or see one more car commercial that lists off a bunch of stats...!!

Think about how this advice relates to your company...your product...your service.

Any questions?

Marketing vs. Offering

Seth Godin today posts about Offer World, a new and strange land where traditional marketers feel a little uncomfortable.

Seth once again points out the very obvious:

Marketing isn't about marketing...it's about a relationship. It is more successful when it is a long term relationship.

Now - whether that relationship is a one on one meeting in a coffee shop, or visitors coming into your store, or someone coming to your website, everyone still must do the things necessary to develop a relationship.

Now - in "Offer World" you develop an initial (and subsequent) interest through the use of offers. But the big point Seth is making is that it is what happens AFTER you make that offer that counts.

It is the "After Offer World" where you earn the trust, loyalty, interaction and repeat business.

If you send someone a postcard and they take the time to go to your website and fill out a form to get your offer, AND they give you permission to contact them...by all means, you better have something remarkable that is coming next. NOT some PR rehash, NOT the same info sheet that you linked from the website...something remarkable.

What do I mean by remarkable?

HERE is another link. It is Seth Godin's "Purple Cow" presentation from a few years ago. These are 17 minutes that will change the way you work. It is remarkable.

Useless Marketing ... The hope strategy

Seth Godin points out a reference to useless marketing.

Useless Marketing

I was in a meeting last week where the potential customer said to me, "We really don't want to focus on any of that branding or marketing, we just want a website that shows our work."

Now, anyone and everyone in marketing has heard this refrain before. I politely reminded my potential customer that yesterday when we chatted in the hallway, he had mentioned that they were busy, but not with the kind of work they wished they had.

Who was it that said that hope is not a strategy?

I am about to go back to this client with a proposal that would dramatically reshape what they do. But, because of the previous comment, I am not at all sure of my ability to convince them that indeed, what they need is some of that branding and useless marketing.