So, Is There Really a
New King of Marketing?
Well... yes.
And... no.
I'ts both.
Let me explain.
I'm not talking about a specific person. The New King of Marketing is not an individual but rather a method of appealing to your prospect.
It's been around since the beginning of time... but nowadays... it's on steroids.
The New King of Marketing of which I refer is the tried and true...
Any marketer worth their salt understands the importance of appealing to their prospects' self interests in order to attract them.
Open any marketing book...
Evaluate any well-written headline...
Review almost any blog post...
Inevitably and invariably, you'll see words, posts and photos illustrating my point:
People Are Consumed With Themselves!
But Why Do I Call It the "New" King?
I believe that never in the history of the world has there ever been a greater population of self-centered, self-absorbed, and self-impressed individuals. Ever.
If you don't see it, start looking around you more carefully.
This is not a judgment statement, it's an observation. As marketers and business owners, it's incumbent upon us to make observations of the world and understand what appeals to the population.
This is not to say that there isn't also a lot of good in the world. There certainly is.
But you can't escape the intoxicating amount of self-interest being exhibited in our world. It's all over:
The Kardashian "look at me" culture
The selfie-culture (even spawning the selfie-stick)
The explosion of social media -- obsession with likes, shares, subscribers, etc.
Live streaming of murders, rapes and other horrendous crimes
Classroom/school aggression: student vs. teacher and student vs. student (and bragging about it!)
MTV shows about teenage birthday parties that cost $100,000's
The ever-growing obsession with plastic surgery
The list doesn't end.
So what is my point today? It's this:
If you're in business in any capacity and want to pull in the largest number of prospects possible, you must inject a HEAAAAAAAAVY dose of self-interest into everything you do.
Every ad, every headline, every promotion, every meeting, every webinar, every direct mail letter, every email -- EVERYTHING. It's no longer enough to just touch on self-interest or focus on some other appeal.
Burn this into your brain...
Most People -- the General Public -- Doesn't Care
About Anyone Other Than Themselves and
Their Own Interests. PERIOD!
We've always known about "WIIFM" (What's in it for me), right? Well, nowadays, in today's society, we've taken WIIFM and multiplied it times a million.
The sooner you understand and accept this, the easier it will be to appeal to your audience. Any audience.
