What Means Marketing That Sells with Heart? Great Marketing Won’t Fix Your Shitty Product
Great product + good positioning + good message that sells with heart = long - term success.
2014 - I was stuck - three small kids, working as a low-paid journalist with no career progression in a country where democracy was taken away every then and now.
I desperately wanted to leave journalism and felt it was no longer close to my heart: limitations, auto censorship, failed ambitions, and a house loan I couldn’t serve with my journalist salary.
My soul craved a fresh air and a new start.
I’ve tried many times; I already had a proven record of good marketing experience in my Parenting NGO and as a Mum influencer and blogger.
However, the reality hit me right in the head: no one wanted to hire a mum with an eight-year-old, six-year-old and three-year-old kid, no matter how qualified or good she was.
Then, my dream came true - I got a position as PR and Marketing Manager in a small business that actually had parents as clients.
Little did I know how easy it is to fail in marketing if you don’t believe in a product.
It didn’t take me long to realise that the product was shitty - they were selling crazy expensive stem cell packages to help parents save their children's umbilical stem cells.
Sounds right, isn’t it?
In reality, they overpromised what parents can do with these stem cells and let them believe it’s a universal cure for their children in the future. It was their “health deposit” and investment in children’s health.
In reality, stem cells were used at the time for just a few very specific treatments with limited results. Still valuable, but not what poor parents were paying for.
They were basically operating on parents’ biggest fear: death or sickness of their child.
The problem wasn’t purely with the product. The product did what it was intended for. The problem was untruthful positioning and messaging that manipulated parents’ fear.
The first rule of marketing: you can’t lie.
You can’t deceive people and call it marketing.
You can do it, but only for a limited time and with limited success.
If you find a marketer who doesn’t care about ethics.
I’ve lasted for 6 months - when I walked into the office to resign, I got fired - with a reason, because I did a shitty job.
I couldn’t do it.
No matter whether I had three small kids and a house loan.
No matter my dreams about a marketing career.
Once you sell your soul, you are losing your most valuable asset.
And that asset has served me well - I’ve been living from writing and selling with a heart for 24 years now.
So, fix your product first.
Make sure you have your bigger WHY behind your dream to sell products, get a shitload of followers and earn 7-figure.
I recently published a small e-book called Content Strategy Blueprint, and it will help you to:
Define your WHY
Find the right audience for your product
Find the best (not all) channels to send your message
Learn how to create more content even with a limited resource
Learn how to collate all your marketing puzzles into one solid action plan.
But here's a warning: You must devote time and energy to go through the book and all the exercises in my Workbook. Then, you'll be ready to sell through content with heart.
p.s. You will get this book and workbook for free (valued at $89) when you become a paid Content to Profit subscriber.
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