5 Principles for Shift-Making Marketing

How Killer Marketing Gets Laid to Rest

Here, we’re going to give you what could be an altogether new way of looking at your marketing. If we’re going to talk game-changing principles in marketing, there’s a great chance that they will apply to others areas of life. The most effective outcomes will involve using  fundamental principles that are then applied to context. 

Let’s walk through a thought experiment; bring three things to mind that you trust: a person, an idea, and now, a brand. 

Give yourself a few minutes to go over why you trust these three examples, what that feels like with each, and an actual lived experience of them; that could be an interaction, hear-say, or maybe a piece of media that you saw, like a film, book or advert. 

Now let’s see what they have in common: Inevitably, the ground of your view of each rests on an experience, related feelings, and then an explanation and belief after the fact. What’s at the heart of it all? Emotions! Emotions shape and colour what we think, how we relate, what we do, and how we do it. At the heart (wink wink) of marketing, is emotions. 

Now you probably know that marketing that speaks to emotions is the key to getting great results, but what gets underlooked, is harnessing emotions in the process of marketing! 

Think about it, that hire that didn’t work out, that bad experience with a customer rep, or even a limited younger version of yourself that has grown and changed positively over time; these experiences are all underpinned by things like attitude, amount of care, relating, beliefs, receptivity, and emotion. These can be changed, and when these inner qualities change, so does the outer feedback and results. 

If you don’t feel good about marketing, feel it’s not worth it or sleezy, feel resistance when you do it, or are attached to what you believe or already have in place, these are exactly the emotionally-laden things that limit, trip-up, and bury creativity! Creativity is the lifeblood of great marketing, it needs nurturing emotions and beliefs to be cultivated, and once it is, organisation and strategy channels this force into constructive results! 

*Continue from here on the key switch or pivot in how marketing can be seen through the lens of beliefs and emotions***

The five principles: 

• Suspend Your Beliefs
• Involve emotions
• Invest time and consistency
• Get passionate, and excited!
• Build Processes That Make Things Easier…and Smarter
• Give Creativity Room to Breathe