Yesterday, during one of our most widely attended web clinics ever, Dr. Flint McGlaughlin passionately talked about marketing to the post-modern consumer in 2008. In it, he stated a problem, puting it in the form of a protest to marketers from today’s average Internet consumer. He then proposed a response, which he put in the form of a creed, that he believes all marketers would be wise to adopt.
During the call and since then, participants and subscribers have been asking for copies of both documents. So, I have the permission and privilege of posting them here.
The Prospect’s Protest (A Problem)
I. I am not a target; I am a person: Don’t market to me, communicate with me.
II. Don’t wear out my name, and don’t call me “friend,” until we know each other.
III. When you say “sell,” I hear “hype.” Clarity trumps persuasion. Don’t sell; say.
IV. I don’t buy from companies; I buy from people. And here’s a clue: I dislike companies for the same reason I dislike people. Stop bragging. It’s disgusting.
V. And why is your marketing “voice” different from your real “voice”? The people I trust don’t patronize me.
VI. In all cases, where the quality of the information is debatable, I will always resort to the quality of the source. My trust is not for sale. You need to earn it.
VII. Dazzle me gradually: Tell me what you can’t do, and I might believe you when you tell me what you can do.
VIII. In case you still don’t “get it,” I don’t trust you. Your copy is arrogant, your motives seem selfish, and your claims sound inflated. If you want to change how I buy, first change how you market.
The MarketingExperiments’ Creed (A Response)
ARTICLE ONE: We believe that people buy from people, that people
don’t buy from companies, from stores, or from Websites;
people buy from people. Marketing is not about programs;
it is about relationships.
ARTICLE TWO: We believe that brand is just reputation; marketing is
just conversation, and buying is an act of trust. Trust is earned with
two elements: 1) integrity and 2) effectiveness. Both demand that you put
the interest of the customer first.
ARTICLE THREE: We believe that testing trumps speculation and that
clarity trumps persuasion. Marketers need to base their decisions
on honest data, and customers need to base their decisions
on honest claims.
Copyright ©2008 MarketingExperiments
Here is a video clip of Dr. McGlaughlin presenting the Protest and Creed:
I’m eager, as is Dr. McGlaughlin to know your thoughts and ideas about the Creed…