How to Be Heard in a Noisy World
Marketing has changed. Saturating the market with ads isn't enough. Making a superb product and hoping everyone finds us isn't enough either. We need a new method, a strategy better suited to the modern, over-saturated, mile-a-minute marketplace.
This may sound surprising, but the best method I’ve found for cutting through the enormous clutter of this busy world is pretty simple. It's being helpful. You may be scanning your marketing automation software next to reports on click dynamics and thinking, “That's it? That's the big idea?” Yes, it is. I've seen this approach work so well that it can do more than advertise a product. I've seen it work with finding jobs, donors and customers.
This deceptively simple idea flips upside down the traditional ideas of advertising, self-promotion and hype. Instead of being all about us we get to be all about others. It's refreshingly counter-cultural and effective at the same time. This concept is so important that I’m convinced it’s the way businesses and individuals are going to market themselves for years to come.
Helpeting
Until recently, I didn't have an easy way to describe this method. And then one day I was giving a presentation to a group of business leaders about the differences between helping people and marketing. Stalling to find the right word, I blurted out, “It’s like helping people instead of marketing. Like helpeting!” Someone laughed and I'm still not sure if they were making fun of me or delighted by the possibilities, but I took it as a confirmation.
Welcome to the helpeting revolution.
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