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Can your marketing make people feel good?

Can your marketing make people feel good?

July 07, 2014 by Sharon Tanton

Feel good cloudsMany small business owners feel uncomfortable about marketing. Some positively hate it.

A new client of ours — the head of a very successful consultancy — has shied away from marketing for years because to him, it feels intrinsically wrong. In his eyes, markeing is putting on an act, pretending to be something you’re not. Like many people, he thinks there’s a dishonesty at the heart of marketing that doesn’t sit easily with the way he feels about himself or his business.

He’s not the only one. Pretending to be something you’re not is never a good feeling.

Don’t be a pushy marketer

We all have a short fuse when it comes to being marketed at by pushy marketers — cold callers, spammy emails, incessant amazing never-to-be-repeated deals (until tomorrow, that is, when you get them again). And that means we don’t want to be that pushy person ourselves 

We say look at marketing differently. When you approach marketing from the standpoint of ‘how can we help our customers better?’ rather than ‘how can we sell more stuff?’ it becomes easier. And, it works more effectively. It’s easy to switch off from a marketing message, it’s not so easy to switch off from something that genuinely answers a question that’s been really bugging you.

Right now, it would be impossible for me not to click on something that showed me how to get my 16-year-old son to revise.

You’ll stop seeing it as pushing, lying, or manipulation if you don’t push, lie or manipulate. Create marketing content that is genuinely helpful and you take the pressure off yourself.

Of course feel-good marketing is only possible if what you’re selling makes a difference. But that doesn’t mean you have to be Greenpeace, it just means you genuinely want to improve your customers’ lives.

Do good to feel good. That’s feel-good marketing.

Sharon Tanton is an expert contributor to Marketing Donut, creative director at Valuable Content and co-author, with Sonja Jefferson, of Valuable Content Marketing. 

Comments

As a fairly sceptical marketer I was surprised to have lost the good part of a morning browsing a site created for The Chatsfield by Mills & Boon. Rather than directly push a product they created the opportunity to seek out the story for yourself through a beautifully designed website, fake Twitter accounts, and access to a 'private' mailbox. This kind of 'digital storytelling' left me feeling excited as it's rare to see such an inventive campaign. More 'feel-good' marketing please!

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