How you do marketing reveals a lot about what you value and how you see other people. It also sends signals about how your company views and treats others—above and beyond the surface-level messaging in your marketing collateral. And finally, those signals attract like-minded, similarly oriented prospects.
Market with big ideas, focused on advancing the industry or achieving better outcomes through better methods, and you’ll attract thinking, innovating customers. Inspire and build. Trust that people care, and people who do care will take notice.
Market with small ideas, focused on quick fixes or cheap rewards, and you’ll attract customers who think and act that way. Instrumentalize and transact. Suspect that people don’t care, and people who don’t care will come.