The Sunday Brief (June 29, 2014)
Welcome to this week’s The Sunday Brief. As I sit listening to one of my favourite radio shows (and yes, I did say radio) and drinking a really great cup of coffee I decided to only write about one post this week. Why? Well, it is a post that echoes something that I have been saying for years. So, I obviously believe strongly in what is being advocated. My influence however, does not extend nearly as far as the subject of this blog post. So, without further adieu, here is my one and only pick for this week:
Richard Edelman: Traditional Marketing Is Broken
This LinkedIn post by Shane Snow is a great example of re-examining how people are influenced and how there has been a paradigm shift in terms of who has the power – the consumer or the brand? More over it explores the importance of communicating with people in advance of trying to sell them something. It is about creating a relationship or relationships.
For years I have advocated that we need to build communities and thereby build relationships. We need to communicate and share information relevant to our community. Of course when Richard Edelman speaks, there is a great probability that people will listen. So maybe I was ahead of my time in espousing these thoughts – at least that is what I am telling myself this morning. Hey we can all dream right..but I digress.
Regardless of who is saying it, it is being said and I am glad. Edelman’s examples of Red Bull and Blackrock really demonstrate the point. It’s not all about you. In fact, you are only a supporting character. It’s about your audience, your community, your customers, your prospects…whatever you label them as it is all about them. So, listen, build “meaningful” relationships, and communicate versus pushing your product or service. Give it a try and see what happens. I think that you will be pleasantly surprised.
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