Marketing is seen by many as something of a dark art.
Creators, in particular, may feel entirely competent when it comes to the ideation and creation stage of a project, but when it comes to getting the finished work in front of the people it was intended to benefit, they draw a blank.
If you’ve ever wished you were a better marketer, someone able to connect others to your work, spread ideas, and make a living off the work you do, there’s a simple practice you can do to massively improve the effectiveness of your marketing.
Pay attention to your own reactions to marketing.
As you go through your days, become aware of what marketing, branding, copywriting, and imagery resonates with you and what turns you off. Regardless of your reaction, ask yourself “why?”
I keep a journal of marketing that works on me and why I resonate with it. Most often, I find that the marketing I resonate most strongly with clearly conveys a shared worldview and value system. That might not be the case for you, but it’s an obvious trend for me.
By training yourself to recognize which types of marketing work on you and which don’t, you’ll begin to build your own marketing style and vocabulary which you can then use to start testing in your own marketing.
We’re all bombarded with marketing messages throughout our days, so you’ll have no difficulty in finding material to analyze and build up your knowledge base from.
Just remember. Your views do not reflect everyone’s views. Just because you react one way to certain marketing messages doesn’t mean your audience will react the same way. You’ll still have to apply plenty of experimentation to your messaging and presentation to find the best way to connect with your audience.
But you need a starting point. And the best place to look to analyze the emotional resonance of marketing is inward.
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Want to hear more about building an audience around work that matters? I think you might enjoy these reads.
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