A Little Revolution Now and Again Is a Good Thing

Good isn't good enough anymore. It hasn't been for some time. So, if you work for or own a good company with good products and good service – you will lose out to competitors who have built (or are building) remarkable companies and products with extraordinary service. People have too many choices today and remarkable and extraordinary win in the long-term.

The good news is I see more and more companies that "get it." They are moving toward remarkable. And, if they can't be the best in their own niche, they are finding other areas of opportunity. It can be painful but sometimes you have to quit in order to find your own "remarkable."

However, I also see many of these same companies who "get it" employing the same old marketing tactics. They are stuck with the idea of doing print and TV ads, direct mail, trade shows, telemarketing and cold calling as a way to tell their story. These are all outbound techniques which rely on interrupting your customers and prospects. It just isn't going to work anymore.

We are in the middle of a revolution in marketing characterized by rich content and personalization produced, personalized and published through ever-proliferating channels. And, if you are doing a good job it gets spread and recycled at an accelerating pace. And, then people call you because they want to be part of your story.

You need to be doing inbound marketing. Search engine optimization, blogging, social media, RSS, free tools and trials, public relations, white papers, landing pages, eBooks and more are where you need to focus. People who ignore this "new marketing" do so at their own peril and usually fall into one of three groups; the ones who don't know much of anything about it, the ones who are interested but don't know how or where to start and those who don't believe it can bring anything to their type of business. (If you only knew how many times I've been told, "Our company is different – that won't work here.")

The first two groups can easily solve their problems by educating themselves or hiring someone who does know what to do and who can teach you. The last group, truth be told, wants to grow their company but doesn't want to go through the rigors of getting there.

It's time to join the revolution. As Thomas Jefferson (or was it Sean Connery) once said, "A little revolution now and then is a good thing."

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