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February 05, 2008

How to Make Your Tuesday (and every day) Super

Vote_5 Elections are a lot like marketing. Candidates cannot impose their will on the voters any more than companies can impose their will on customers. Each must obtain permission to exert any influence whatsoever.

To do this, they:

  1. Finesse.
  2. Speak in vacuous platitudes.
  3. Make promises.
  4. Shout.

More often than not, though, they shout, although this can happen in conjunction with the other tactics.

Marketers and politicians should instead build trust. Establish connections and relationships that go beyond the typical quid pro quo we see in commerce and politics.

Here's a different model that your customers will surely appreciate. I challenge you to do this today and every day.

  1. Give.
  2. Don't take.
  3. Repeat.

That's it. 

No "I'll give you access to this content if you let me spam you."

No empty promises that rely on someone else's pocketbook to fulfill. No half-truths. No putting your own ambition over the wants and needs of your customers.

No fancy marketing lingo. No bright, shiny 2.0 tools. Just a simple maxim based on the Golden Rule.

Give. Don't take. Repeat.

Doesn't that work better, anyway? - Cam Beck

Note to readers outside of the United States: Today is designated "Super Tuesday" by the media in America because a bunch of states are holding primary elections. Hundreds of delegates are at stake, according to the rules of each state, and whoever wins the most delegates is going to be the presumptive favorite from his or her respective party.


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Hello Cam,

It's interesting to consider how politicians compare with marketers - both take our resources in one form in exchange for our accepting them back, repackaged, in another form. The presumption is that everyone wins due to value being added that cannot be accomplished by us as individuals.

I'm inclined to be less skeptical, initially, of the promises of the marketers, because I at least know where they're coming from.

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