Marketing as a Creative Act
Working in a variety of marketing roles over my career, I’ve heard a number of negative perspectives on what marketing is – and what it isn’t. I’ve heard business owners, employees and customers say things like, “Marketing is porn.” Or, “You have to sell your soul when you advertise yourself.” Or, “Marketing is just a bunch of formulas that assume humans are stupid.” Or, “I’m such a sucker for marketing.” But the reality is that marketing is what you make it, just like everything else in this wild life.
At this stage in my career, I run my own business writing, editing and creating content that helps my clients market themselves authentically. I choose to embrace a positive belief about marketing. It is an important way we share who we are and what our purpose is with others in order to effect change.
We may be trying to make more money – to feed our family, pay our bills, improve our community, invest in ourselves, or donate to charities. We may be trying to share our vision with the world, to live out our dharma, our purpose. We may be trying to create beauty, save lives, help children or heal people.
Sure, there are the (rare) people motivated by greed or power who will market themselves in shady, inauthentic ways. But I believe most people are emotionally intelligent enough to see through those marketing efforts eventually. Overall, from over 20 years of experience, I believe most people mean well. They simply need a way to communicate and reach their community.
I see marketing as a creative act. Sure, there are formulas. And there are helpful concepts to understand about human psychology and behavior. And the words and images you use do matter. AND we each have the freedom to creatively market ourselves and our businesses in ways that align with our values. In fact, I believe we have an obligation to do so.
Not only is authentic, creative marketing ethically sound; it is also financially prudent. You see, the more uniquely and creatively you present yourself to your audience, the more you attract like-minded people who will value what you have to offer. One of our greatest strengths in marketing is our individuality. Instead of buying into old beliefs and formulas that we must follow the herd, try leading the way with your creativity.
One opportunity to creatively blend my love of dance with marketing showed up several years ago. A former member of our dance company, Aaron Carter, is a realtor who wanted to creatively market a house he was selling here in Phoenix. He paid three of us to dance with him throughout the house in front of the camera. In this way, he combined his own love of dance with a joyful, innovative marketing technique to showcase the house’s features and catch buyers’ attention. To see the one and a half minute video of us joyfully dancing around this adorable house, click here. After dancing in the house and watching the video, I wanted to buy it!
This is a key point about good marketing. When done well, you will actually sell yourself on your own products and services. However, you must first believe in what you are offering and be so excited to share it that you naturally exude creativity and attract similar energy. Then when you test and experience your own marketing, you’ll know you’ve got it right when it makes you smile, say, “Wow!” and feel like you creatively channeled your most authentic self. This will, in turn, inspire your target audience to do business with you. Because ultimately, you are one of a kind.
In many ways, your business is your house for sale, every single day. How do you creatively dance through the rooms and explore what you love about it? What are you doing to interact with others and get their input? How do you decide what you want to showcase? Who are you hiring or paying to prepare, present, and market it at its best?
If these questions feel like afterthoughts, it might benefit you to take some time (at least an hour) to sit in silence and think about your marketing efforts. Have a pen and paper handy to jot down ideas as they come. When you create space like this, the ideas have room to flow.
Here are ten questions to explore in order to enhance your creative marketing efforts:
What elements of your business do your customers and prospects value most?
How do you visually, linguistically and physically market your business now? What’s missing?
Which aspects of your business do you keep hidden that might foster new interest or connections?
What are some words that a close friend of yours might use to describe you and your business?
Which other interests of yours could cross over to help you market your business?
Who in your sphere of influence could help you see your business with fresh eyes?
What is working in your marketing efforts now? What isn’t working?
How can you expand what is working and let go of what isn’t?
Why do you do what you do?
When you leave this life, what do you want to be known for?
No idea you brainstorm can be too far out, too weird or too wild. That is the beauty of open brainstorming – no limits! While crowdsourcing ideas can be helpful, it is first important to get clear on who you are, what your business is about and why you do what you do. This clarity will come from answering the questions above. Then, and only then, does marketing have the capacity to be a creative act that stems from authenticity.
And as all things do, your marketing efforts will evolve. It is important to see them as dynamic, worth revisiting on a quarterly – or at a minimum, an annual – basis. You, your business and your community are always evolving, so it makes sense that your marketing efforts will grow and change too.
It is a paradox of sorts – needing to establish a center, a brand, an authentic voice – then needing to evolve the way you share your brand with the world. Yet, this very paradox is what keeps business interesting. There is always more to learn and new ways to grow.
How have you experienced marketing your business as a creative act?
