I wrote this guide for business owners and executives who know they should be thinking strategically about their website, but have never taken the time to dig into the question, what makes a website effective?
If you look at marketing the way I do – creating value and telling a story that resonates with people – then marketing and music are cousins from the opposite sides of town. Maybe I'm the only one who thinks of marketing this way. If so, so be it. I'm happy to have a unique perspective on marketing.
In the teaching world, the pitch isn't about the supplier at all. It's about the customer... the best sales conversations present the customer with a compelling story about their business first, teach them something new, and then lead to their differentiators. Don't lead with [a solution], lead to [a solution] (Dixon/Adamson p. 74).
Marketing and marketers have an ugly reputation. According to popular opinion, we're pushy, dishonest, manipulative, and greedy. In podcast episode 1, my friend Nick had nothing good to say about marketers' efforts to target children. And before learning more about the practice of marketing, I would probably share in this popular opinion. But that's because I didn't understand what marketing (with a capital M) really was all about.
Yes, non-profits need to have a marketing strategy – not the dark arts kind of marketing, but the capital M kind of marketing. If you're an executive with a non-profit you need to define the audience with whom you want to connect, work to understand their needs, and leverage your strengths to meet those needs better than anyone else. That's marketing.