It's not about the technology, y'all. 09/07/2010
 If I've said it once, I've said it a thousand times. It isn't about the software, the hardware, or the danged operating system, it's not about Twitter versus FaceBook or the iPad versus the BlackPad*. When you buy something or get interested in a product or service, it's about everything else but the technology. *rumored to be the next new product from the people who make the BlackBerry. It used to be that we talked about benefits, not features, when we were marketing software. But it's deeper than that. Simon Sinek says it's about the Why. Behavior is motivated by shared beliefs. I think he's right. The experience has something to do with what we buy, as does our identification with other users of the product or service. All of that is great, but first you have to make a connection. When it comes to making connections, it doesn't matter if you use smoke signals, face to face meetings, Twitter, or a fax machine, if you push a bunch of one-sided "buy now" drivel at me, I am going to ignore you. Period. But, if you say something of interest, or make me laugh, or relate to me in a way that piques my interest, I am all ears. It might be the tone of voice or the images that you use. It could be what someone else says about you that makes me take note. But it requires a willing engagement on my part. That is the hard part as a marketer. You have to earn my attention. My time is valuable and I am distracted. Why should I spend time with you? The medium isn't the point. It's just technology. Learn how to care about other people first. Then figure out how to share the love. The tools don't matter. Add Comment |  Geni Whitehouse
Countess of Communication Brotemarkle,Davis and Co. LLP Author of How to Make a Boring Subject Interesting : 52 ways even a nerd can be heard I am an accountant on a mission. I want to permanently remove the blight of BORING that has attached itself to members of my profession. But the boring blight doesn't stop there. It's everywhere. I've found it in wineries (although it's a tad more palatable when served with alcohol), in science labs, even in Art museums. And technology people carry the "B" gene too. But the condition need not be fatal. I work with CPAs through my strategic partner, Mentor Plus, an organization that has been providing CPAs with the skills their clients crave for more than 19 years. I lecture around the country to accountants and technology audiences and I have a ball. I was a partner in an Atlanta CPA firm when I realized technology was my true passion and I have been fighting the nerd versus geek battle ever since. And through some stroke of absolutely amazing luck, I now find myself in Napa -- the most gorgeous, hospitable place imaginable. Are you on Twitter? You can follow my nerdy life there : evenanerd Contact me geni@evenanerd.com I am a graduate of the Jeff Justice Comedy Workshoppe and the Persuasive Speaker course taught by Speechworks. I highly recommend both of these organizations. I am not unbiased, nor do I wish to be. I have done work for anyone and everyone in the software industry or the accounting profession. But if I am not impressed by what you do or can't find an angle that is interesting or unique, I won't work for or with you. And if you are stodgy or boring, there are not enough dollars or even euros to make me help you. See samples of my writing here: www.salestaxradar.com www.mybizcounts.com  ArchivesJanuary 2012 CategoriesAll Other websites you might enjoy: |
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