Marketing has three dimensions:
- Communcations – What’s your message?
- Outcome – What do you want someone else to do?
- Technology – How will they find you?
Old school marketing is about a transaction. Can I get you to buy my product, sign up for my event, or take some measurable action that completes a transaction?
The new world of marketing is about discovering ways to empower people to achieve more than they ever thought possible. It’s about understanding their dreams, passions, desires, hopes, and ambitions, and building a bridge that helps them do just that. It’s not about a one-time transaction but a relationship.
If you’re goal is to make money, old school marketing will yield your greatest return. It’s a “get in, get out” mentality that may make you look good in a spreadsheet but will never spark a revolution.
If you’re goal is to make people wealthy by empowering them to exercise choices, options, and preferences that reflect their style, approach, and the way they see the world around them, you’ll transcend the transactional relationship and end up in a collaborative conversation that co-creates something new, different, unique, dynamic, and perhaps even compelling.
Intoxication comes and goes. Empowerment changes the trajectory for people, causes, and organizations forever.
Stop trying to intoxicate people with how great you, your product, your organization, and your cause is. Start empowering people with a wealth of options and tools that help them shape a world of their dreams into their reality.
Do you have a “money” or “wealth” approach to marketing? In other words, do you want transactions, or do you want to engage people?
Note: This post is not about money.
Ben Stroup is a content activist in a post-paragraph world. He is chief broker of opportunity at Ben Stroup Enterprises. Connect with Ben via email, Twitter, and Google+. Subscribe via email to learn how to use content to move people to action.