Well, it’s time. Time for the idea that’s been rolling, sizzling, bouncing and interpretive dancing around in my head for well over a year now to make its grand entrance.
I’ve started a company – Inspired Social. My mission is to help businesses drive both their own – and their Customers’ – success.
I’ll never forget the day a mentor of mine told me that the most successful products appeal to people’s fear, greed or vanity – and so those negative tendencies should be stoked, where possible, in marketing efforts. I remember feeling so deflated. Do we really have to poke at people’s pain points to make a sale? Can’t we instead try to lift them up while affording them the opportunity to benefit from our products and services?
Unfortunately, that’s not the norm in business – and there’s much evidence that goes back quite a number of years to support that sad strategy.
Enter social media. It took a few years, but before long uplifting and inspirational content like this:
flooded many of the networks. Several years after that trend emerged, it’s showing no sign of stopping. It’s such a force, that ome have even created robust businesses around creating and distributing/selling (in various formats, both on and offline) these uplifting sentiments – Karen Salmansohn, above, and BeHappy.me are just two examples. (Karen also publishes wonderful books in the “self-help for people who hate self-help” market).
And major brands have jumped on the bandwagon, adding more what I’ve come to think of as “supportive marketing” (make the sale, but do some GOOD for the customer in the process) as part of their marketing mix. Here’s one example I just love, from Fruit of the Loom:
This was posted with another great connective strategy – humor – “Fruit for thought.” Not only do they reinforce their brand, they make you smile and then hit you with an uplifting image and quote. Nice work!
This type of supportive marketing has come a long way but it’s not yet the norm. Marketers still turn to igniting our baser instincts to get our sale. I truly believe that if more businesses engage in supportive marketing, the business world would be a much better place – and more sales would be made. There can be a new, more positive norm in marketing and I want for me – and my clients – to be a driving force in making that happen.
It may sound ambitious, particularly from a lone social media manager whose brand new business (born with THIS post!) as yet has NO clients. But I will, and I’m excited to work with others who understand – or at least are open-minded about – the idea that if your business has a purpose (beyond making money), and you create an experience which not only communicates that but also supports your Customer’s sense of purpose in their OWN lives – you can’t lose.
If you’re reading this and thinking, “YES! I want to do business this way!” then drop me a line and let’s put the power of inspiration to work in your business. Let’s light a spark!