Your marketing is simply a bridge.
There’s you on one side with your kick-ass product or service…
<– YOUR BRIDGE –>
…and there’s a person you can help (your ideal prospect) on the other side.
Sometimes that bridge connects immense physical distances – you can sell from Tokyo to someone in Montana, from Barnsley to Botswana.
Sometimes it ‘only’ connects you to the person sitting across the table.
It can bridge cultural gaps as well as distance. It can connect you with people you never meet, it can keep you safe, and it can expose you to the world in ways you never imagined.
At other times the bridge comes in handy for different reasons – like oh, say, a PITA virus that clobbers humanity around the head with a baseball bat for a while.
So your bridge needs to be flexible enough to adapt to change, but unique enough that it’s never mistaken for somebody else’s bridge.
(Because when a person crosses a bridge, they can get pretty peeved if it takes them somewhere different than expected!)
Here’s the thing:
A lot of people seem to think the bridge is simply the medium you use to communicate with your audience.
But it’s not. It’s much more than that.
A symptom of this misunderstanding is how in These Weird/Unusual/Whatever Times, we’re hearing more and more about people getting to grips with Zoom calling, or why there’s a bunch of memes flying around about working remotely, and how to secretly drink wine in meetings.
Virus or no virus, mediums / media change all the time. This past couple of decades, those change have happened faster than ever.
People LIKE ‘new’, so there will always be new media coming around.
What doesn’t change is the other, much more interesting part of that marketing bridge connecting you with your best prospects:
Your core message.
Your WHAT and WHY.
Your unique value to your ideal customer.
If you have something important to say, something helpful to communicate, something great to offer (and I know you do)…
…you can adapt your message to whatever new (or old!) medium helps you reach the right people:
Whether it’s Zoom, Instagram, webinars, podcasts, skywriting or interpretive dance, it doesn’t really matter how.
What matters most is that your message is clear, consistent and purposeful, however people receive it.
If it’s not, all the new tech, all the ‘smart hacks’, all that time / effort / money invested in the medium(s) will go to waste…
Your marketing ‘bridge’ is only ever as strong as your core message.
That’s the connection which delivers your true, unique value to those who recognise and benefit from it.
It’s the reason people buy from you, follow you, appreciate you, need you.
Worth remembering during fast-changing times.