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Every business understands the value in branding, but few get the values of branding. In presentations I’ve often discussed how branding now cannot be separated from other business considerations like search, content creation, a social media presence and the core values that make a business what it is.
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When it comes to ‘selling’ your services (or products) traditional marketing approaches are soul-draining. You know, for instance, that you will have to spend at least 30% of your contact time with your prospect convincing them of your credentials and then another 25% of the time convincing them that you understand their business well enough to suggest something that will truly work for them and then you have just 45% of the time allotted to the meeting to identify threshold barriers, explain them so they can be overcome, agree the price and close the sale.
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With days to go before the launch of the iPhone 5 the Apple brand was is surfing on a wave of publicity that has truly reached a new record. From those camping, for eight days, outside stores in order to buy it to those who wonder aloud why they should fork out good money for a design that’s hardly changed from the 2007 original, it has become hard to live in most places on planet Earth and not know it is coming. And that is the marketing genius of Apple.
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As a species we are inherently irrational. We are subject to our biology which still fires our neurons with inappropriate responses because it has not yet advanced from the days when ‘threat’ equated to ‘life or death’. Yet our day-to-day life is governed by processes which have a logical underpinning and we are judged through rational measures which lead to tangible results. The disparity makes us secretly psychotic (something which we fight against all the time), capable of snapping almost at any time our tolerance threshold is passed and unable to objectively address vital issues which in themselves should be obvious.
Read more: Four Common Sense Causes That Fail the Logic Test
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When it comes to social media marketing usually you just want to know what to do. What formula to apply to your business, rather than why. Because social media is really not new, though our examination of it in an online context is, there is actually a formula you can apply which works every time.
If you are interested in the historical parallels of its context the video below (it is 17 minutes long) will actually help you understand the how and the when, as well as the why.