While basking in the sun this Christmas holiday, I read an amazing book by Bob Gilbreath, called “The Next Evolution of Marketing”. His main focus was how “Interruptive Marketing” was dead and was being replaced with “Marketing with Meaning”. I define Interruptive Marketing as the kind of marketing that forces you to stop doing whatever you were doing, to listen to / read / see the marketing message they are sending (TV commercials, print advertising, direct mail and telemarketing) Marketing with meaning (in a small nutshell) occurs when people choose to engage with you in exchange for something they perceive as valuable. Meaningful marketing means the marketing itself adds value to people’s lives, whether or not they immediately buy what you are selling. I found the concept fascinating. I am tired of being sold to and I know my clients (and yours) are tired of it too. So, what do we do about it?
Now, this book was all about big brands, and specifically brands that sell a physical product. Pibworth’s speaker or coach clients usually don’t rely on selling products to drive their business, they sell services. In essence – they sell themselves. So I got to thinking, how could I take some of the ideas for selling products as presented in this book, and adapt them to my service selling solopreneurs? How could you benefit from my reading time on the beach?
I came up with the idea for a “Marketing with Meaning for Speakers and Coaches” blog series. Subscribe to our rss feed or pop back weekly to get your tips on how entrepreneurs like speakers and coaches can implement this principle.
- Free Samples – What is YOUR ‘football phone’?
- Loyalty Programs – Do your clients know you love them?
- ESP – What do your clients really want?
- Teach people how to make the right decision for them (and it might not be you – and that is ok)
- Deliver on your promise
- Create an Experience
- Do it themselves advertising – Using testimonials as a marketing tool
- Understanding your Customer
- Emerging Trends
So, you are in for a rather intensive few weeks, but I will do my best to keep it interesting, relevant as well as entertaining.