GarthBox

It’s likely the problem you’re trying to solve isn’t an awareness problem.

Ring a bell, people will hear it. Shout online, people will be interrupted. Send an email, people will glance at it. Set up a pop-up ad and people will click it (ya know, the big X in the top right).

It’s likely the problem you’re trying to solve is a trust problem.

And a trust problem isn’t solved by shouting the promise you’re making louder or by telling more people to trust you. It’s solved by keeping your promise to those who give you the chance and it’s about showing how that promise fits into the narrative your target is telling themselves.

 

Stay Positive & Less Insertion, More Immersion

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There’s confusion around where the line of fine is.

It’s fine to let a friend borrow a dress.

It’s not fine to only give your work 80 percent.

It’s fine to buy the meal of a person behind you.

It’s not fine to surround yourself with those who don’t appreciate you.

It’s fine to show up a little earlier and stay a little longer.

It’s not fine to waste others’ time because you’re afraid of what’s next.

It’s fine to go back for seconds of the casserole.

It’s not fine that you don’t give feedback in the moment.

It’s fine if you forgot to bring the board game to the party.

It’s not fine following your head over your heart.

It’s fine to park in the back to get a few more steps in.

It’s not fine to go through each day not knowing what you really want.

 

Stay Positive & Stop Saying “It’s Fine” When It’s Not

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Of course there are a million ways to grow, but there’s one way that’s often overlooked …

Surround yourself with those who will call out your faults when you’re too blind to see them.

 

Stay Positive & Then Listen

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Here’s a marketing exercise for you: For every tactic you’re performing or plan to perform, categorize it in one of the following two categories:

1. It’s to motivate them to go to you
2. It’s for once they are there

Too often, brands and owners and activists put their time and energy into the first bucket, leaving the second bucket up to fate or design.

Both need attention. Both need intention.

 

Stay Positive & Find The Balance

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Statements that resonate most are ones that are planned and practiced.

The greatest orators were those who responded, not reacted to questions.

They invested time in imagining what others might ask and how he or she should respond.

They roll-played. They asked for feedback from those they trust. They crafted and recrafted their answers until they had them filled with power and emotion and confidence.

Do you have responses to the following questions?

• What’s your end goal?
• What’s the biggest struggle you’re facing?
• How can I help you?
• What change are you trying to make happen?
• What’s your dream?
• Who is your target?
• What’s your elevator pitch?
• Why did you do that?
• What’s your biggest fear?

Don’t get on being able to react and answer them in the moment.

 

Stay Positive & Start Practicing

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They’re not coming in for a beer, they’re coming in for an experience they can brag to their friends about next weekend.

They’re not searching for a tub that’s 32 inches tall, they’re searching for one they can fit all three kids in and make bubble beards with.

They’re not looking for a dessert to satisfy their sweet tooth, they’re looking for something they can intimately share with their significant other.

They’re not dreaming of a razor to keep them clean-shaven, they’re dreaming of a razor they can feel confident in giving to their boy when he’s old enough.

Don’t get lost in the sell of a product or service; submerge yourself in selling the experience, the desire, the dream.

 

Stay Positive & What Are They Really Here For?

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We build targets for a reason; not just so we know who we are talking to when we’re creating our work, but so we know who we should become, the shoes we need to wear and how we should imagine ourselves when we’re creating that work.

 

Stay Positive & Make It For Them, By Someone Like Them

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