November 14, 2017

Intimate Marketing

Don't forget to have a conversation with your audience

Here’s a thought - how much time do you spend marketing to your existing audience?

The conversation around marketing has reached a fever pitch and is almost always designed around capturing a new audience. Growing an audience. Growing page views. Growing. Scaling. More. Faster. Wider. Better.

But here’s a little thing - ideas and people take time to get to know each other. We’ve forgotten that to move someone to action they need to see a message repeatedly. You have to earn trust. You have to earn respect. Loyalty is a product of repeatedly experiencing delight and care.

I’ve spoken with several people who just seem, well, tired of the thought of starting up a content marketing machine or trying to “build an audience”. Well - f-that. How about just nurturing, delighting, educating, informing, making connections with and, yes, having a conversation with your existing audience, clients, or friends?

And you know what - it’s not all or nothing. By creating things that delight, inform and connects that trusted network you’ll end up building a following anyway. Genuine ideas and discussions have a habit of breaking out and finding the right audiences.

So forget the hypergrowth and the “10 ways to do…”. Just create a little something that the people around you want to read. Make it intimate. Make it interesting. Make it weird! Start a tiny fire and invite a few friends to talk about it. Small ideas are beautiful.

And yes, this post was written for my friend Kyle and I’m off to have a little discussion about it with him.

This blog is written by Tom Critchlow, an independent strategy consultant living and working in Brooklyn, NY. If you like what you read please leave a comment below in the comments or sign up for my newsletter.