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Marketing Doesn’t Have to Be Sleazy: 5 Real-World Examples…

"If you have a great offer, weak marketing actually does everyone a disservice." – Stefanie Flaxman

In my youth, a former coworker once told me, “I’d never date anyone who works in marketing.”

When I inquired about his reasoning, he replied:

“It’s just so sleazy. Choosing that line of work says a lot about a person.”

Since I was young and impressionable, that sentiment stayed with me. So I was naturally conflicted years later when I wanted to make a living as a writer and discovered copywriting and content marketing.

At that time, I had two challenges:

  1. Promoting my writing business to prospects
  2. Justifying competitive rates and delivering a return on investment to the clients who hired me

Learning about marketing solved both of those issues. At the risk of being viewed as “sleazy,” I went for it.

Conscientious marketers don’t want to be associated with shady practices

This topic is similar to when I wrote about the difference between clickbait and damn good headlines.

When people who have legal, safe, useful offerings don’t want to be associated with those who use unethical practices, they often don’t fully market their products or services the best they can.

But if you have a great offering, weak marketing actually does everyone a disservice.

It reminds me of one of Sonia’s rules of digital business: Nothing sells itself.

I had to first feel confident that my writing services could help businesses achieve their goals, and then realize my marketing wasn’t tricking anyone into hiring me. I also wasn’t scamming anyone by not delivering what I promised.

My services deserved to be marketed, and the same is true for your writing business.

Any remarkable product or service you offer deserves stellar marketing.

The consumer is in charge

As bestselling author Daniel Pink has said:

“We’ve moved from buyer beware to seller beware.”

Consumers have a lot of choices, and they can perform extensive research to make smart buying decisions.

Here are five real-world examples of marketing and advertising that help educate prospects about their options in the marketplace.

1. Go-to wine

Years ago (I’m taking it back again), I was in the checkout line at the grocery store and the woman behind me was buying a bottle of Yellow Tail wine.

Even though I knew nothing about wine, I liked Yellow Tail and frequently brought it as a gift to parties.

Feeling chatty, I said to her, “That’s a good brand of wine.”

“Oh? I’ve never had it before,” she replied.

“The bottle stands out. It’s my go-to,” I informed her.

A few months later, I started seeing commercials for Yellow Tail wine on television, dubbing the brand “the go-to.”