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Here’s what I hope you take away from this post: Marketing has power. And good marketing. Well. That has the power to inspire change. But here’s a secret about marketing that you won’t read often. You don’t have to know how to do it all. And I put that in italics because you need to let those words sink in. You don’t have to know how to do it all.
Knowing a little is a lot.
Not sure if you’ve noticed but there are a lot of ways to spread your message these days. You know about blogging, online advertising, SEO, email marketing, and yes—you’ve probably heard of a little thing called social media. Now some marketing well-to-do’s would have you believe that you must get your hands totally soiled in all of these methods. Dive in. Do it all.
Because when you’re marketing well on a platform you’re comfortable with, you’re reaching people. End of story. Hate Facebook? Don’t set up an account. Does Google AdWords carene you into a spiral of confusion? Boy, bye! So many people open the Twitter account, attempt PPC ads, worry about what their website looks like, agonize over eNews platforms. Just stop. Take a breath. You don’t have to know how to do it all.
The right marketing.
Hey. Marketing yourself or your products, services, or cause can be scary and uncomfortable. I get it. And when you approach it in a way that’s inherently un-you-like, it also feels kinda gross. But that’s almost par for the course these days. You feel that in order to be heard you have to make a big splash. Do it all and do it well.
In fact, marketing itself is an experiment. Something that worked well before may never work again. That’s because people--customers— don’t buy the what. They buy the why. Why are you marketing the thing you’re marketing? Why do you care? Why should they? The individuals you’re reaching aren’t buying because they like what you sell. They like why you’re selling it.
And that's the game.
Be authentic. In today’s digital world, the marketing landscape is forever changing. What is the easiest marketing for you to maintain? What doesn’t feel like a lot of effort? Do that. And don’t worry about the rest of the noise.
Allison Janda is a self-published author. She has three dogs, one of which acts more like a cat.