Marketing in sync with the outcome

Great marketing is true to who you are.

Great marketing also delivers results.

The confusion occurs when our true story doesn’t deliver the results we’re looking for. It’s tempting to conclude that we must bend the truth a little bit. Because, well, we need to pay the bills, right? So, we need the results. Also, it’s just a teeny bit, so really no big deal, agreed? (Plus: others are cheating as well.)

Well, your call.

I feel a better approach is to change our perspective. It’s rather likely that the story we’re telling with our marketing is not the only story that’s true to who we are.

Quite the opposite. There are almost certainly ways to shift our story while remaining true. Maybe we just told it to the wrong people. Or we told our truth while neglecting theirs. It might also be that there’s a slight adaptation to our offer that’s still true to who we are but resonates much stronger than our current offer.

When you do work that matters, it’s almost inevitable that it finally resonates. Fix your product so that the true story is in service of your audience. Fix your story so that it’s told on behalf of your audience. To the right audience.

And the results will come.