Building Our Society
Business, marketing, advertising, you name it… don’t always have to be used to promote random things for a quick profit.
Sometimes, marketing gets a bad reputation.
And I know exactly where you’re coming from.
Telemarketing calls when you’re at dinner with your family…
An avalanche of useless emails in your spam box…
Pop-ups in your face when your going about your daily life…
BUT it doesnt have to be that way.
In fact, business and marketing can be used for good.
What’s the definition of marketing?
According to the Merriam-Webster dictionary:
“The process or technique of promoting, selling, and distributing a product or service.”
And if we add digital marketing to the mix:
Using online channels to promote brand awareness of products and services using one or a combination of PPC, SEO, Content marketing, Social Media, Blogging, and Email Marketing.
So there it is.
Traditional marketing, one of the oldest professions, is the promotion of products and services to ad value for the customer.
Digital marketing does the same, but ads the online dimension of the 21st century.
Now, traditional and digital marketing get a bad reputation because of the infamous online scams and annoying “in your face” ads you see everywhere.
This is not always the case, and neither does have it to be.
See, there are industries that work to promote the betterment of society.
And these industries do employ marketing efforts but they often get ignored because of the overwhelming amount of nonsense ads you see online.
But you can’t blame marketing on the problem.
Because marketing is just a means to an end.
It’s just the process of putting the product or service in front of you.
What IS to blame is the INTENT behind the message.
The ads don’t create themselves, ever.
It takes a human idea to create a concept to promote and get someone to take action on.
Basically, business and marketing is not bad.
It’s when greed takes over and people use marketing for evil purposes.
Whats the solution to the chaos?
To use the power of marketing for good.
Let’s take a look at how the written word can be used to build society up, as opposed to tearing it down.
Copywriting is the backbone behind every successful promotional campaign- its the secret weapon of marketing.
Words are the basis all content- it’s the first thing the customer sees automatically.
Readers scan what’s in front of them and make a determination whether to go further with the message or not.
And the goal of copywriting is to get the consumer to take action.
So let’s take a look at how the power of copywriting can be used for good, by taking a look at several important industries.
The world is changing, and staying ahead of the curve is essential in proving current value.
I am not talking exclusively about advertisements for college and university, although this is very important as well.
But education goes much deeper than that…
My article “The Power of E-Learning- Get in Demand Skills for 2020” discusses how there is a major skill set gap that college or university doesn’t cover.
The reason being is that tradition college and university hasn’t caught up to us yet!
There are a plethora of online courses and communities that prepare job seekers with the essential skills they need for what 2020 and beyond demands.
- Digital marketing
- AI Technology
- Cyber Security
- Data Science
Yes, you see advertisements for traditional colleges and universities, but you don’t see the E-Learning community promoted as much because it is not as widely accepted.
Lets look at another job sector that requires education:
Trades are the nuts and bolts holding our society together.
- HVAC technicians
- elevator repair technicians
You might say, well, you learn these trades by going to trade school- and working with your hands.
BUT, why is there such a massive skills gap?
Why do we have so many recent college grads making minumum wage in student loan debt after 4 (or more) years of education at a prestigious university?
Because society makes us believe that a college education will make all your problems go away and you’ll live happily ever after.
But college taught you how to follow directions, conform, party, and study things that will not benefit you the day you graduate.
Yout learned how to be a good employee- a cog in a wheel. And when your time is all done, you get replaced like nothing ever happened.
When you obtain a self-education with essential skills, you have value to offer to companies.
Skills that every company needs but don’t have a sufficient candidate pool to recruit from.
College and university is not always bad, though, if you’re informed and know what you’re looking for (a small percentage).
College is good if you’re looking to obtain a specific skill set, in which case you probably have the growth mindset that so many young college graduates don’t quite have yet.
And I don’t blame colleges at all- college is a business, and they care more about their income, than their impact on society.
Educational entrepreneurs know this and have created systems to combat the one-size-fits-all school systems, with an innovative approach to teach students how to learn for themselves and not digest information like robots.
Have you ever heard of Sylvan Learning Centers?
It uses a personalized approach with technology for student learning.
Sylvan Learning Centers was created by Berry Fowler, after struggling to get by and nearly flunking out of college.
However, an eye-opening one-on-one tutoring session taught Berry how to learn for himself, and not feel like just another number in the school system.
Now, Sylvan uses this approach for students who may otherwise be labeled as “easily distracted,” “unmotivated,” or “lazy.”
The answer is that these students need another approach to learning.
A more personalized approach that speaks to them.
Now, millions of parents trust Sylvan and their personalized approach to learning.
Berry went on to become a professional life coach at Fowler International Coaching Academy, preparing future life coaches with the mindset needed to push people to break through life blockages and overcome challenges.
Berry Fowler is just one example of educational entrepreneurs who have challenged traditional learning and created systems that honor individual growth needs.
This brings us back to copywriting and promoting these programs.
Most people don’t know about these programs at first.
Until they themselves or someone they love suffers from the effects of traditional education and its failure to teach students how to be independent learners and leaders.
However, these companies have branded themselves well by stating their message and their successful impact on the community.
Someone might say these companies promote themselves through their successes and don’t need marketing.
But it’s actually the opposite:
The more people who know about these innovative learning communities, the better.
Traditional college and university is marketed enough.
We need more marketing for online courses, trade schools, and innovative learning centers.
Most people find the alternatives when it’s too late.
Let’s take a look at another industry that copywriting benefits.
We are in a time of crisis.
Many people are sick and dont know what to do.
Most people are good hearted and want to help.
And there are so many causes to help with.
Donating used clothes.
Car washes for charity.
Walks for cancer.
How do people know about these events besides television and radio?
They read a message somewhere.
They may have seen a facebook ad talking about the walk.
They might have seen a pop-up from paypal asking for a donation to keep Wikipedia running.
And after signing up, they might have received an SMS (text) reminder or email about the event.
These are using digital marketing and words to create awareness and knowledge about the event.
Think about all the organizations that seek support in these times of crisis.
Think about all the events occuring around to create awareness.
The massive political marches and rallies to bring attention to situations.
The reasons for this is to create CHANGE.
The only way you are going to take action is if you are inspired and feel compelled to give to a cause.
Everyone is asking for money these days.
But you give to these causes because of an emotional connection.
Let’s look at an ad I created for a blood drive.
The words empower you- “your blood can save lives” and then gives a clear call-to-action.
From there, you know what to do.
Sign up to donate and make a difference.
Let’s take a look at the email for this campaign.
This email above is not annoying or spammy like other emails you get.
They’re not necessarily bad people- they just don’t take the time to create a relationship with the reader.
But good marketing does and in this case, you feel compelled to help those in need.
The email follows a natural progression.
First imagery- “Its that time of year to get together with friends…”
Then there’s the problem- “every 2 seconds, someone needs blood.”
This is put in bold to grab your attention.
At this point your thinking “what can I do?”
And we remind you- “you don’t need to be a doctor.”
And then we create the solution:
“Give the best gift this holiday season.”
Followed by the CTA- sign up now (ironically in red).
At the end, we remind you to celebrate those you love this holiday season.
This promotional email was engineered to create emotion, a sense of accountability, and urge to take action all in one.
That’s the power of the written word.
If I nagged or lectured, no one would be interested.
But the key is to be personable and relateable.
A relationship is instantly forged and you feel compelled to help.
Many people think marketing and non-profits don’t mix.
This couldn’t be further from the truth.
Now, more than ever, people must take action and do the right thing.
Because of bad marketing, we don’t see enough of these messages because there’s an imbalance.
We are so used to the nonsense- fast food commercials, insurances sales- that we forget about the helping organizations of society,
But in order for us to know about them, they have to market themselves.
If we continue to push the message of nonprofits, society may become more balanced again- but it’ll take time.
You get the idea.
Let’s take a look at the final industry that needs more marketing….
3. Personal Development
In the digital age, people are exploring all sources of information.
The personal development industry helps you “level up” to today’s world by overcoming challenges.
The personal development community typically focuses on mindset.
This includes life coaching, career training, meditation, and confidence techniques.
Let’s put this into perspective.
The personal development industry generates over 1 billion dollars per year.
People inherently want to do well and succeed in life.
We look up to known role models and mentors who can lead us to who we want to become.
Think Toby Robbins- one of the most famous life coaches in the world- has seminars that sell for over 1 thousand dollars.
And it’s not just Tony Robbins (although he pioneered the industry).
There’s a myriad of online coaching programs, courses, and programs that people sell to add value to their audience.
People typically have the same desires.
To become successful, make money, be accepted, and make an impact on society.
The personal development industry treats these at their very core- giving you the right mindset to become successful.
Innovative thinkers flock to this industry.
They want to know what works best in a competitive world.
The personal development industry is here to stay and for the right reasons- people must adapt to this chaotic world.
Just as traditional school does not always work, traditional medicine does not always work as well.
More than ever, people are turning to holistic modes of healing.
We are experiencing this during our Corona Virus Pandemic.
Studies have shown and proven how meditation clears the mind and puts us in a deeper level of thinking.
Yoga is a healthy activity and connects the mind, body, and soul.
Want to cure yourself of an illness?
There are people who have recipes with specials herbs and vitamins that can treat ailments naturally.
I am not in any way endorsing any natural treatments without the supervision of a qualified health professional, but I am saying the information is there at your discernment.
Think about the YouTube stars you look up to for guidance.
Yes, you watch them on YouTube.
You probably also see their ads follow you on your Facebook news feed or appear as banner ads when browsing the internet.
This is made possible through retargeting ads.
These are made possible through pixels, or codes that follow you after you’ve visited a website.
It’s like when you shop on Amazon.
But the point is that these influences are backed by digital marketing, which sneaks up on you to make the sale.
Overall, it all comes back to the words that create the relationship to make the sale.
That’s the difference between “annoying marketing” and “good marketing.”
Good marketing creates a relationship that provides you with value.
If “good marketing” was applied to the above industries (and other helping industries) the world will be a better place because good information will be more accessible.
Marketing is just a means to selling goods and services by creating awareness.
But the power of marketing must be used for good.