Marketing is in a state of dramatic transition; be the signal in the noise
Marketing is undergoing a profound shift, due to the emergence of online technology and tools. Traditional marketing has been a "push" approach — also known as "interruption marketing" — that required marketers to push their message out to their potential clients wherever they could be found. Billboards, direct mail, newspaper ads, bus posters, banner ads on websites: these are all examples of push marketing.
With the rise of a content-rich Internet, marketing is now more "pull" than push. Prospects pull your information to them, by their search engine queries, opt-in mailing lists and social networking activities. Your message extends far beyond just your website, and into the social sphere.
Be the change you want to see, and use that as your message
Think about social change as progressive steps on a ladder.* Each step is an important part of the work; one step builds on the previous, and all are needed to get to the goal. As we work on a project, we organize the work so that the team is clear about what the project is intended to do. After all, the point of all this is to inspire people to be a part of positive change. You are seeking to engage your community, get people excited about your vision, help get the work done, and broaden your audience's collective mind.
Step 1 -- Changing a definition or reframing the public understanding
Step 2 -- Changing how individuals, organizations or communities behave
Step 3 -- Increasing critical mass and community engagement
Step 4 -- Changing policy and institutions
Step 5 -- Sustaining your accomplishments
The change you desire becomes the focus of all your written messages; your website copy, your blog, your articles and ebooks, and your outbound social marketing. This is how your signal, your message for change, rises above the noise.
*Our social change theory is based on “Women’s Biggest Contribution: A View of Social Change by Christine H. Grum, Deborah L Puntenney, and Emily Katz Kishawi in Women, Philanthrophy, and Social Changed, edited by Elayne Clift, 2005. Visit Graphix For Change for more on our social change theory.
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