If you’re selling something that people don’t really want or need, then marketing is difficult. But when you’re marketing to people who will truly benefit from what you offer, then all you’re really doing is helping them. And that’s a far more straightforward approach.
You can get everything in life you want if you will just help enough other people get what they want.
When marketing feels wrong
If your marketing feels unnatural or no-one in your company really likes doing it, then ask yourself ‘who can I most help right now?’
When you approach it from this perspective then marketing (especially content marketing) suddenly becomes a lot less complicated. You know what topics to cover in your blogs. You know what insights to share on social media. You know what headline to use to get people to open your marketing emails.
“Marketing is really nothing more than helping people to make good decisions on products and services that they want or need.”
The value of sharing what you know
Content marketing works because it allows you to consistently share the information which others will find useful. In so doing, you demonstrate authority in your field, which helps people to feel a sense of trust.
Trust, authority and authenticity. These are high bars to set when you sit down to ‘do marketing’ but which come so naturally when you’re simply doing what you know and being helpful.