The real secret of successful marketing is to be sure the message is created from THEIR point of reference. It’s OK to for your marketing to be what you want to say but it has to be worded from your audience’s position.
Video:
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Podcast:
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Video Transcript:
Hi. John Paul Fischbach, the CEO and Chief Alchemist here at the Auspicious Arts Incubator welcoming you to the new Hot Tip Tuesday. This is our new look, a little brighter, a little more dressed down, a little more casual but still the same good, bite sized pieces of advice.
This week in honor of our new look I want to reveal the Real Secret of Marketing. The one simple thing like most secrets it’s really simple but hard to master. I want to help build a framework before I reveal the secret. Remember that marketing is the job of finding people who are interested in what you do. That is followed closely by advertising which is the job of introducing the thing that you do. They’re two separate things. Marketing is finding the people who are interested. Advertising is introducing them to the thing.
You also have to remember that it’s important to respect your audience. If you’re going to go find the people that are interested respect that they’re interested. Respect that they’re knowledgeable. Respect that they actually want to do something. You’re building a relationship with them. They’re choosing to spend their time and their money with you so respect them. Have a conversation with them
Drum roll. Here is the big secret that will change your marketing forever. Be sure that when you choose to communicate with a specific market that you are looking at it from their side first. I can’t tell you the number of times that I see marketing collateral that is totally confusing by artists.
I look at it and I say what is that? Why would I want to do that? It’s just announcing some product, just advertising, no marketing has been done. If you stand in their shoes and you look through their eyes and you imagine what they’re thinking you will be sure that your marketing message lands and that it works.
Think about this the next time you see some marketing collateral or the time that you create some. I know many of you think that you do this but as artists we have to work a lot harder to achieve it because we’re also the creator of the work. We’re too far inside. It’s really hard for us to step outside and write marketing material standing in their shoes but that’s the key. That’s the secret. It’s a really simple secret to understand but it’s really hard to do. It’s not what you want to say that is important in crafting the message. It’s knowing what they want to hear.
Did you like this Hot Tip? Be sure and subscribe to the next one and tell a fellow artist about us. If you want real practical help and support to thrive as an artist check us out at AuspiciousIncubator.com.au.