- Mon, December 11 2006
- Filed under: Marketing essentials
I took this low-quality shot from my car window the other day. This car was next to me in traffic, and it got me thinking.
If we’re passionate about a cause, we may wear it on our sleeve, or on our bumper, with great pride. Such zeal can be good and bad. Good, in that passion can be wonderfully persuasive. Bad, in that too much passion (especially the angry, slightly raving kind) isolates you from human engagement and makes you a lousy marketer. I get a certain feeling when I see cars like this: “wow, that looks like a nice, well-intentioned person, but hope I don’t run into them at a cocktail party.” If you are a very loud preacher for your cause who rarely breaks to listen to your audience - or take in their perspective - you could end up with an audience of one. Yourself. Be passionate, but be in a conversation with potential supporters. Good marketing is not a stickerfest, nor is it a monologue. It’s a give and take.