Marketing versus experiential marketing
I used to hate the idea that I was in marketing
Even after having worked for over fifteen years in jobs where the focus was heavily on communication, I never considered myself to be “in marketing.”
In fact, I didn’t like to be associated with anything that involved marketing… until I started my own business. That’s when I realized that it doesn’t have to feel like marketing.
It came to me when I was talking to my business coach. He said:
You don’t want to TELL your clients what working with you is like, you want them to FEEL what working with you is like. You want to give them a TASTE. That’s how they will decide to hire you.
He explained it using a metaphor:
Can you explain what a strawberry tastes like to someone who’s never tasted one?, he asked.
I said couldn’t.
Exactly, he replied. But if you give them a strawberry, they’ll know what it tastes like.
That’s experiential marketing! The advice stuck with me, because what I realize now is that when there is engagement and an emotional connection, you don’t have to do any fancy sales-gimmicks.
Not only that, but in order to share what you do with your potential clients, all you have to do is BE YOURSELF! If your way of doing things resonates, you have won yourself a client. If not, they were never going to be yours anyway.
Now I love helping people tell their stories.
Now I do more of what I love doing as a writer. I help business owners to move away from the old marketing methods and instead encourage them to engage in self-expression by sharing powerful stories, thoughts and ideas — while providing enormous value.