The Truth in Advertising

STORIES

Well, the SHSMD conference is over at last and now I’m home.  The sessions I attended were informative, but my main takeaway was of a different sort to me.  I listened to many speakers talk about how they overcame obstacles to communicate to their patients or clients.  I listened to how we should excite women and get their attention; how to involve physicians in future marketing efforts and how the Davids can beat the Goliaths.  But most of all, I observed the need for humans to share their stories.

THE JUNGLE

We marketers spend countless dollars and efforts fighting the jungle of each other’s fruitions.  With machete aimed high, we attempt to swat down newspaper print ads, television commercials and the long vines of direct mail.  We do it in the name of our company, and in the name of profit.  But at the end of the day, word

Word of Mouth continues its reign

Word of Mouth continues its reign

of mouth is the mighty champion again and again.

THE STORY

Whether you are in healthcare or manufacturing, it matters not.  Whether you have a large budget or a small one matters not.  Whether you are an expert or an amateur matters not (take note Andrew Keen!).  What does matter is your ability to communicate – and in that communication tell a story.  Not your story, mind you.  Tell the story of the consumer.  And let them help.

REMEMBER YOUR AUDIENCE

WEb 2.0 users know this to be true already.  Bloggers and content generaters tell their stories everyday.  Who are bloggers?  Well…they’re you and me – consumers; and there are a lot of us.  And sometimes we may not like to hear what consumers always have to say.  But if we have a shred of marketing decency, then we must realize they are our focus group AND our audience.  They no longer need an invitation or free meal.  They meet when they want and where they want.  And say what they want to say.  They force us all to be better producers.  And what’s so wrong with that?

We have much to learn from each other.  Let the story telling begin.

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One Response

  1. Thanks for posting the article, was certainly a great read!

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