All posts tagged: change

4 Things You Need to Sell Change

It was so tempting to put a clickbait title like “4 Secrets to Selling Change” on this piece but nothing’s really a secret anymore, and readers would know that two paragraphs down. People have become smarter consumers in the past two decades. As a marketer, commercial or social, it is crucial to recognize and understand this. Whether you are selling a product or behavior, your market will know–and know quickly–if you’re giving them a load of crap. With social media, consumers or in the case of social marketing, the target audience, are no longer just the market–they have become the marketers as well (French, 2011). This evolution of roles must be carefully considered when planning the 4Ps for social marketing. Now what do you need when developing a social marketing mix? Authenticity (product). While fake luxury items may have a market in surprising segments of the global population, fake social products don’t. Some people may pay some money for class A bags, but most people will most likely not bother changing their behavior for a …

The gift of sameness

The thing with new years is that people tend to look for the big things when they look back — better jobs, financial breakthroughs, new romance, bucket-list travels, dreams fulfilled. Any milestone that could mark the year as “good” or at least different from years past. I’ve been around four decades now (which suddenly makes me sound old). I won’t pretend to be wiser than I was 10 years ago, but I do know this: the non-events of our lives are as important as the “highlights.” The series of actions that make up our every day is no less special than the special occasions that we like to dress up for. In fact, the older I get, the more I find comfort in sameness: waking up in the same bed that knows my sleepless nights; spending Christmas in the same house that has been our home for nine years; seeing the same weathered faces with the same old jokes in family reunions; wearing the same shirt and nightgown that were among the last gifts from …