Jay Baer’s Youtility posits marketing should be ‘about help not hype.’
Instead of the now-antiquated push marketing (Think: Buy our stuff! We’re the best! Listen to what brilliant things we have to say!), Baer argues the collaborative economy and nature of social media leaves consumers wanting help from companies, not more marketing speak.
Here's the second of three highlights from the book, which all marketers—especially cause marketing professionals—should take to heart:
2) Lend a hand. Have you ever noticed that when explaining your brand’s CSR portfolio, the reception is crickets?
When sharing your company’s philanthropic endeavors, refine your elevator speech from delivering dry information to providing a positive, helpful message. For example, “We do community service work,” can be refined to say “We work within our local communities to provide education to underserved kids.”
Note how people react to this tweak. Does it bring up more questions? If so, answer them, and add them to your FAQ list.
Stay tuned for more lessons from Youtility!
Question for discussion: Do you have an elevator speech around your company's CSR work? What is it?