Search
Close this search box.

A third kind of marketing

First, we had push marketing, then came pull marketing. We need to go beyond both …

Back in the old days, marketing was basically push marketing. In a disconnected world where mass attention was controlled by a few TV stations and a couple of magazines, whoever had the biggest budget could basically buy attention and get a huge advantage to sell their products.

With the rise of the Internet, things changed. Now, it was possible to reach masses of people without a big budget. Rather than to be unavoidable, marketers figured out a way to become irresistible. They built magnets, traps, and things like scarcity campaigns which customers couldn’t resist.

Yet, more and more people feel like they don’t really like being pushed or pulled. In fact, they dislike any kind of force. They feel quite comfortable deciding on their own where to go. This is why we see a new kind of marketing emerging that doesn’t rely on force.

Instead, this new kind of marketing is about giving our audiences a choice and letting them decide. This kind of marketing favours those who deeply understand what matters to their customers. By starting with work that matters and creating relevance, these marketers manage to resonate so strongly with what matters to their audience that customers will want to learn more … and when they do, they will want to buy their product because it will be a perfect match.

Rather than pushing or pulling someone, this approach to marketing is about lighting the path. This fall, I’m going to launch a masterclass on it. Register here to get notified (or just drop me a note).

Get Daily Insights on The Art of Communicating for Free

Read More

Fun or profound?

We watch movies to be entertained (mostly), but we don’t mind learning something in the process. We listen to a presentation to learn something (mostly),

Read »

Speaking to a crowd?

Many presenters approach presenting as the task of speaking to a group of people. What would you do differently if, instead, you spoke to just

Read »

Your Style

“Our audiences expect it that way.”But honestly now, do they really? The statement sounds as if it would be in service of the audience. But

Read »

Daily insights on
The Art of Communicating

Find the right words and
make a bigger impact!!
You can opt-out any time but I think you’ll really like what you get. Please see my privacy terms.