Celebrating the truth of the offer
Imagine opening your front door to get the mail. You sort through the bills and promotions to find a handwritten letter from an old friend.
You toss the other envelopes aside and open it to find kind words acknowledging what an awesome person you are. Your friend knows you and knows that you have always wanted to hike the Napali coast of Kauai. You read further to see that your friend has a hotel booked for a long weekend with 3 other besties in Kauai. All you need to do is send a text to your friend confirming and they will book your flight. They wanted to surprise you for your birthday.
You feel a rush of excitement as you confirm the dates and realize that this is exactly the trip you need right now. You know it is going to take some effort, but it is going to be awesome.
This is what marketing should be like.
It should be intuitive, understanding, and fun. It is the love letter that cuts through the clutter. It is reminding you of what is important to you. It is giving you exactly what you need to live your best life.
This kind of Marketing is not easy to do. It requires accurate insights on your audience, creative genius, and the technical savvy to track all metrics as you test your hypotheses. It requires collaboration from many smart minds and hopefully a great offer to back it all up.
Creating all this is what I love. It's how I earn a living and how I create value in the world.