Marketing with Generosity

I have rarely seen generosity listed as a priority for marketing, or as a key strategy for for-profit businesses. But it has become that for me. I recommend it to all of my clients as well.

Marketing is at its core about creating and strengthening relationships. And relationships are powered by what you give, not what you take.

So I hope you read on. It may not be what you expect from a marketing newsletter, but I believe it will be worth your while.

How Generosity Amps Your Marketing

The best marketing is generous. It’s focused at its core on your customers and how your business can help them.

A lot of businesses give lip service to this idea of customer first, but if you truly embrace this and internalize it in what you’re doing in your business as you work with your clients, you will find that it will transform your relationships with prospects and your customers. Here’s why.

6 Ways It's Not About You

There’s a core truth about really good B2B marketing: It’s not about you.

Companies that get this and act on it have a sustainable advantage. Here are six ways you can improve your marketing to make it more about your customers and less about yourself and your company.

Don't Push or Pull - Respond

There’s a common misperception that marketing is mostly about making people do what you want them to do, rather than what they would normally want to do.

Often it’s couched in a positive way – persuasion, presentation skills and pulling on emotional heartstrings to get this “magic” to happen.

I believe that this is not the best marketing.

Persuasion (which is looking at this in the best possible light) can very easily turn to manipulation or even deception. This approach does not get you what you really want from marketing, which is customers that love you.

Here are some ways to win customers without resorting to these baser skills.