Why "Getting It Out There" Marketing Is Making Your Business Stupid.
You don't just have to "get it out there". Sometimes that decision impacts your ability to be successful for the rest of your life.
Over the last few years a dangerous culture has arisen in content creation where imperfection is accepted as collateral damage for immediacy.
Whether you are creating a YouTube video with just a webcam on your laptop or whipping together e-learning material that is nothing more than of few words on a hastily designed power point, you have heard from a wide range of experts that you just need to "get it out there".
Seth Godin famously talks about the need to ship your art to the world. Since the release of his many popular manifestos it's difficult to sit in a seminar without him being referenced as credence for you to to ship your products -- to just "get it out there".
On the heels of Seth's line in the sand came a new generation of cewebrities who were masters at turning web events and online relationships into big business -- lots of commerce from people all over the world. Along with that came a mindset off generating lots of content that someone could buy. Just "getting it out there".
The reality is that this model doesn't work. Not for you at least.
Whether you are a one-man business or a multi-billion dollar marketing department, just "getting it out there" isn't a viable strategy.
You can't just keep pushing out content and hope that will build advocacy and nurture relationships.
- Consumers want quality more importantly than quantity. -- It's important to remember. Just "getting it out there" can do irreversible damage to how people view you, your product, and your company overall. The best content is memorable. It's not something that you just push out there. It's well thought out. You have to plan and strategize ways you can stand out from everyone else and their content. Beauty works. Beautiful videos and books and any other content that you create. A great way to stand out to make what you create beautiful. Not just the words, but how it looks sounds and feels. All of that matters.
- If it didn't cost you much to make it's not valuable to consumers. -- Consumers don't put a lot of value on half-baked marketing. The times where you just flip open your webcam and start talking into the camera about where you are and how you miss the rest of the Internet. That's great if you're a cewebrity, but if you're trying to build value for your business or your product,s that's just tomfoolery. Impactful marketing costs you time and focus and sometimes lots of money. But thats why its impactful, because it creates powerful imagery and proactively creates curiosity from your ideal customer.
- You attract the type of customers that you market toward. -- Think about that for a moment. Unprepared, half-baked marketing most easily appeals to those who appreciate unprepared, half baked content. That is a group so dangerously at risk of drowning that it doesn't know the difference between valuable content and anything else. Don't complain later when that group doesn't have budget to buy your products. Don't be annoyed or frustrated when you find out that this type of potential customers has a lot of problems that make them difficult to do business with. You could be dealing with different prospects with a little more effort.
There are a million opinions about marketing.
But don't let outdated marketing philosophy make your business stupid.
The next time you're tempted to just "get it out there", stop and ask yourself if that will get you closer to your goals. It's probably faster and easier and cheaper -- but those have never been the ingredients for long term success. Why you you expect them to yield effective marketing?
Stop "getting it out there" and start putting in the hard work success demands.