And so says the title of Seth Godin’s Blog new book which just arrived this morning delivered by the brave Mary who said to me as she lay the parcel gently down that “this is either a ton of bricks or a ton of gold… ”
Some time ago I was invited to be a judge for the Best Blogs Category of the OMiG Digital Marketing Awards for 2016. I am honoured as this is such a great initiative in Galway and one I would fully support. Kudos to the team at Online Marketing in Galway who voluntarily give of their time and share their passion for Digital Marketing in a very tangible way with an Annual Awards Event and multiple workshops and events over the course of the year.
When I think of voice in a marketing context I think about the first steps we take in communication. Those steps are tentative and often unsure. It’s where we first tell our story to others outside of our immediate sphere. It’s the true test of whether our “pitch” just sounded great inside our own heads or whether it actually resonates with the people we want it to reach.
That’s the scary bit – how will they (everyone else) react to what we say. Will they laugh? Will they yawn? Or will this pitch be, just another contributor to the noise they hear every day?
When I was growing up “to blab” was to “talk too much”. And I’m sure you can guess I might have been accused of that once or twice myself. Since those early days of “Kissing the Blarney Stone” I’ve been able to turn that tendency into an asset as a marketer and added “listening” to the mix aswell.
I want to live in a world like this; where there is no poverty or hunger, where good health and wellbeing is possible for all, where you can get a quality education and there is gender equality. I want to live in a world like this; where there is clean water and sanitation for everyone, where we can access affordable and clean energy and save our planet. I want to live in a world like this….
Consider re positioning Climate Change as a threat to Human Rights and it might become more real. The phrase CLIMATE=JUSTICE is starting to gain momentum.
Take some time and watch this TED Talk from Mary Robinson as she elaborates on the real impact Global Warming has on real families, communities and even whole countries who need to provide for their sovereign country falling into the sea.
I had an interesting conversation with a client recently about ‘naming the resistance’. We discussed how ‘naming the resistance’ to something can result in most challenges in a business (and indeed life) falling away. And once the resistance is named action often follows suit.
In my experience, one of the greatest points of resistance in marketing terms for any businesses is it’s knowledge of their customer and more specifically that customer’s journey with them.