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Can Traditional Advertising Still Work?
Given our focus on online marketing and permission strategies, as opposed to traditional, intrusive media and sales models, you may think we’re opposed to traditional media and salespeople.
This isn’t the case at all.
Hub Mentality is less about what you do and more about how you do it.
It’s a mindset and philosophy more than a set of rules about which media platforms are best for you.
The key is this: If traditional advertising venues are appropriate for your model, the principles of Hub Mentality still apply.
Scrap the “Buy Now!”, “Last Chance!”, “Deal-of-a-Century!” salesy ads and replace them with intimate conversations among trusted friends.
Be vigilant about cutting all “ad-speak” from your ads — the kind of language and tactics people expect to hear from the companies they no longer trust. (For help with this, try out Tom Wanek’s “Carlin Ad-Speak Calculator.”)
Be authentic and transparent. Cultivate trust. Offer them opportunities to explore more information on their terms.
In short, use traditional media for long-term branding, rather than short-term promotions. Be artful, not obnoxious in your efforts to gain attention.
Don’t view traditional advertising and Hub Mentality as separate and distinct methods. Integrate all your advertising into Hub Mentality and apply the principles of the methodology to tweak how you advertise.
In this new mindset, traditional ads simply become another touch point to pull people into your database. You’re not just trying to sell them one time; your goal is to make them a member of your community.
Hub Mentality doesn’t mean you stop advertising. It means you stop advertising in a certain way.
It doesn’t mean you don’t have salespeople. It just means they stop acting like greasy salespeople who will do and say anything to make a buck.
Yes, advertising still works — if you implement it using Hub Mentality.
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Stephen Palmer is a marketing consultant and persuasive writer with KGaps Consulting, a co-founder of The Center for Social Leadership, and the New York Times best-selling co-author of Killing Sacred Cows: Overcoming the Financial Myths that are Destroying Your Prosperity.
He is a liberal-arts graduate of George Wythe University and a graduate of the “non-traditional business school” Wizard Academy.
Stephen resides in Round Rock, Texas with his gorgeous wife Karina, awesome son Alex, and princess daughters Libby, Avery, and Laela. Stephen and Karina blog about their magical life on Palmer Journeys.
Connect With Stephen:
Email: spalmer [at] kgaps [dot] com
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I love this! Great job Stephen
Great post, Stephen. It inspired a post on my blog. I still owe you an endorsement on Hub Mentality, too. So much great stuff to write about! Where does the time go?
http://www.tbxmag.com/editors-overview/a-new-home-for-traditional-marketing/
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