I'll give credit where it's due and the idea for this blog came from the most awesome name for a company that does marketing - UnMarketing. Scott I salute you! The 'unmarketing' approach is exactly what I think the world of communications needs. "It’s all about positioning yourself as a trusted expert in front of target market, so when they have the need, they choose you." Scott Stratten, UnMarketing.
Examining trust Dictionary.com defines trust as, "Reliance on the integrity, strength, ability, surety, etc., of a person or thing; confidence." It goes on, "The obligation or responsibility imposed on a person in whom confidence or authority is placed: a position of trust." This got me thinking. Do we automatically inherit a position of authority because we are offering a product or a service? Yes and no. Yes, because when you offering something to potential customers it is your responsibility to ensure you provide something worth the money they are paying you. Don't abuse your position as service or product provider by using your jargon infested language and hard sell cajoling to confuse people into buying. The answer is also no because you certainly do not automatically gain a position of authority or trust.
Unravelling you marketing to gain trust So, how does this relate to your marketing and communications? Here's a three point guide to achieving communications that can contribute to achieving a strong connection to your target audience so that when they need your service or product they choose you.
- Unravel Simplify your message. Through consistency, straightforwardness that cuts to the chase and design you can achieve effortless communications that make sense and powerfully speak of solutions, solutions, solutions. As Leonardo Da Vinci said, "Simplicity is the ultimate form of sophistication."
- Unmarket Engage with your customers by connecting on a deeper level. Instead of shouting loudly to no one in particular about all the great but meaningless things you can do, learn about your specific customers' emotional needs and satisfy them. Make people feel happy, proud, successful or full of energy for example and you'll go further than presenting yourself in boring, useless industry lingo.
- Unsell Authenticity is one of my personal values and it just means to be genuine. If you love what you do and you are passionate about your approach, this will come across in the way you provide workable solutions for your customers. How hard is it to be yourself, to be honest and to avoid hard sell approaches? (Hard selling does NOT work and does your name more harm than good). Another aspect of how to 'unsell' is to listen! You must have heard the saying, "We have one mouth and two ears for a reason." Give your customers a chance to speak to you and listen to them. It's only by listening to a problem or challenge that you can provide a solution to it.
What are your thoughts on unravelling, unmarketing and unselling?
P.S. Look out for Scott Stratten's up and coming book, 'UnMarketing: Stop Marketing. Start Engaging' which is due out in autumn.