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713: Are You the Content or the Commercial?

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We get to choose.

Though, for most businesses, the choice wasn’t clear at the beginning:

“I want people to see me on Instagram, so I must run Instagram Ads.” This is a half-truth. It’s true that some people will see you on Instagram if you run Instagram Ads. But do they want to see you? Do you tune into your favorite TV shows for the commercials, or the content?

“I want to serve people where they are, for my audience that’s Instagram.” When you’re the content, not the commercial, something special happens. If most of your audience is on Instagram, if you’re genuinely being of service, even those who don’t normally use it will visit your profile, just for you.

We go to the content that serves us, whenever we can. We go away from commercials that distract us, whenever we can.

Commercials serve an important introductory role in many campaigns for many important bodies of work. But is the goal to be a perpetual distraction, or a place they go out of their way to visit, just to spend time with you?

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My blog is dedicated to sharing ideas, insights and challenges that will help you create and sell what matters for the betterment of your cause.

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977: Long Term Decisions

Our choices will be recognized and remembered by our clients.
The decisions you make today may not be COVID-serious. But our decisions matter: which route do you take, the one that benefits everyone long-term, or the one that benefits you short-term?

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975: The State vs The Interstate

For example, our creative team does a lot with legal businesses. What they need is different to what healthcare companies need, so the services, offers and goals all differ massively. Furthermore, not all legal businesses are the same. Small sole proprietorships in one sector have totally different needs, strengths and weaknesses than multi-focus, multi-location practices do.

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974: Test Tube Clients

It’s a conversation, one where you hand your best customers a cup of tea and ask, “So tell me something about yourself I don’t know.”
It’s not one where you hand your best customers a test tube and ask, “Drink this, I want to see what happens when you do.”

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973: Meet The Narrator

Hearing this voice is rare. Following this voice is rarer.
The Narrator isn’t about the glory, but the transformation possible for those who listen, and for those who listen to those who listen.
We should all try to listen to The Narrator a little more often.

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972: Meet Mort

Following this voice doesn’t necessarily help people solve their problems; he’d argue that selling untested information that may or may not help the recipient is just a reality of business.
Mort’s all about Mort, and how Mort can get ahead. Don’t be like Mort.

You are creating what matters.

How can we help you sell it better and make more impact?

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