- Fri, March 04 2011
- Filed under: Marketing essentials
There’s a great Shel Silverstein poem about a girl named Lazy Jane. She wants a drink of water, so she lies on her back, opens her mouth, and waits for it to rain. Lazy, lazy, lazy Jane.
Building a pretty website or writing a lovely annual report and calling it a day is like being Lazy Jane. It’s like lying down and waiting for everyone to gather round to hear your message. You’re going to be waiting a long time, just like Jane.
Lazy Jane marketing won’t work well. The key to reaching people is to take your message to them. You should be delivering it to their precise physical, mental and emotional location. These spots may be far from your own coordinates and comfort zones, so be ready to travel.
*Go to their online outposts. Don’t expect everyone to come to your website. Go out and find people who care about your issue and engage them in conversation wherever they are online. I’d rather be an organization that posts comments on someone else’s widely read blog than one that writes a blog no one reads.
*Go to their heads. Don’t expect someone to share your world view. Meet your communities where they are mentally and psychologically. If they care about their local creek more than the overall issue of water quality, start the conversation there.
*Go to their hearts. Understand what matters to people and appeal to their feelings. Don’t lead with what drives you; lead with what moves them.