Why your marketing should make you feel something (good)

I'm a big believer in creating efficiencies in your marketing - but not at the expense of genuine connection with your audience.

One of the easiest ways to connect is via email. But to do that requires a level of relevance and "in-touch-ness" you can rarely get with pre-scheduled content. 

Normally I write a fresh email at least once a week but recently I was down with Covid for two weeks and it wasn't kind. So all non-essential things were shelved for a bit.

Including emails.  

For me it’s also important that as well as being useful and relevant, I want them to be something I enjoy writing. 

Because I believe when I bring my best energy to what I have to say, you feel it too. 

I’ve been talking a lot in my own content lately of how you make people “feel” with your content.

You’ve heard this quote before I’m sure….

“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” (Maya Angelou)

Well it’s so true in our marketing and the way we communicate with those in our business sphere.

Our inboxes, social feeds and web-browsings have way too much:

- Scarcity
- FOMO
- Worst-case scenarios
- Grim Statistics
...the list goes on.

And right now, our collective brain is craving relief, comfort and gentleness.

Regardless of where your audience is located, there isn't a place on earth that hasn't been turned upside down in the last few years (even months).

They're fatigued and "over" many of the old ways of how businesses would be talking "at" them.

So, now our marketing needs to change.

And here is a simple way you can serve your audience in a very practical, useful way.

Relieving anxiety with your content and marketing, not creating more of it.

Sure, you can address the problems they’re having. But not in a way that leaves them feeling flat and disempowered. I would steer clear of words like “struggle” and “pain” right now.

Instead, put an empathetic yet empowering tone on what you have to say.

Run it through this very simple lens…

“Will someone feel better after reading/watching/listening to this?

If not, you might want to re-think it right now.

Attention is fleeting and scarce.

And people are going to be more attracted to brands that make them feel better about themselves.

It wasn’t always like this. And it may change again at some stage in the future.

But right now people are craving hope, inspiration and encouragement.

I realise this is not a deep message.

But I can assure you, it’s powerful.

It's one I'll hang my hat on, because I'm proof it works.

I always run this filter over everything I publish anywhere. And people constantly tell me (and other people) about it.

Often that leads to other conversations, but that’s not the intention.

I do it this way because I believe this is just what people need right now.

So, in a very "meta" way, I hope me sharing this insight helps you too and gets you thinking about how you can apply it in your own context. 

Be the person (or brand) they look forward to hearing from.

I’ll be back in your inbox again next week with a few notices about a few upcoming events and announcements.

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ABOUT THE AUTHOR

Nina Christian is a Marketing & Brand Strategist who is all about doing marketing in a more connected and human way. She helps business leaders and social-change-makers use thought leadership content to build their authority and widen their impact.

She is the Director of Braveda, (est 2000), which was recognised as  "Best Marketing Agency" at the Australian Marketing Excellence Awards.

She is a Certified Practicing Marketer (CPM), a Fellow of the Australian Marketing Institute & AMI State Chair (Vic) and runs two businesses of her own.

She has a knack for simplifying the complex which comes from being a hands-on mum to five young children, and uses this to turn time-sucking activities into easy to follow systems and processes that get outcomes fast.

If you're in B2B or professional services I'd love to help you! Here's what we can do together. 

️ Get your message in front of more of these "right people" consistently by creating high-quality content that stands out, is strategic and moves people towards you.

 Infusing the right energy into your brand so it has all the feels and draws in the right people.

 Set up rinse-and repeat-marketing systems that work, and just make life and business growth so much easier. 

There are different ways to work with me based on your situation and with all of them you'll see rapid transformation in a month (Hybrid 1:1/group program, 1:1 Intensive, team training, corporate workshop). Book a chat with me here.