Tag Archives: supportive marketing

#SoInspired: Let’s celebrate supportive marketing

We’re all about marketing which does more than just make a sale. Particularly when social media enters the mix, marketers are empowered with unparalleled access to audiences more vast and varied than ever. We believe that comes with an incredible opportunity to spread a positive message that uplifts and adds value to the lives of consumers.

It may seem like a lofty goal, but it’s highly doable – and very beneficial to a business.  In this article from Social Media Today author Martin Jones cites a 2010 study from the Wharton School of Business which confirms something we at Inspired Social have always known, despite the objections of the previous fear/greed/vanity driven marketing status quo:

“The study presented a number of key takeaways including the following:

  • Negative content tends to be less viral than positive content
  • Awe-inspiring content and content that surprises or is humorous is more likely to be shared
  • Content that causes sadness can become viral but is generally less likely to
  • Content that evokes anger is likely to be shared more. In fact, the study demonstrated that the strongest forecaster of virality is how much anger does the message evoke.

Interestingly, while conventional wisdom is that people will share negative news more than positive, the results of the study indicated that overall, positive news is actually more viral.”

Toward our goal to encourage and celebrate this type of marketing we’re launching the #SoInspired hashtag and blog series.


Tweet about your favorite example(s) of positive, supportive marketing. We’ll be watching, and we’ll provide regular round-ups of inspired marketing rockstars.

Meanwhile – tell us – is there any marketing you’re developing which can be injected with some positive inspiration?  Need ideas?  Comment below and let us know.  Let’s light a spark!


P.S.  The note from the article quote above about from anger-evoking content being the strongest indicator of virality is interesting.   The study did cite two specific examples of content (both articles about fraud/injustice in American economics) which suggests to us that anger-inducing content such as “What Red Ink? Wall Street Paid Hefty Bonuses” is shared as much out of a feeling of empowerment about spreading the word of those injustices as it is pure anger.  That is to say – we believe people share anger-inducing content in an attempt to bring about resolution of the injustice through public awareness which they themselves are facilitating.  Therefore, there is still a positive intention and end to sharing even the most anger-inducing content.  What do you think? 

Let’s light a spark! Announcing Inspired Social Media Services

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:

bigger opportunity for growth

Image by Karen Salmansohn, notsalmon.com

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:

fruit of 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!


Lori Lewis