Thanks to Chris Murray for pointing me at this Steve Borsch post. Good stuff that goes into customer innovation, conversational marketing, and other on-the-fringe techniques. I like how his thinking about YouTube video/viral coincides with my own.
“There are no magic bullets. Most of these traditional (and even new) approaches are simply not working anymore. So what is, Borsch? What do you know that we don’t (and will you tell us)? I’ve certainly got some ideas but I do know that most methods of getting the attention of customers and prospects fail because most recipients are not interested, do not have a need, or already have what you’re trying to sell.
So let’s flip the problem around. Instead of figuring out how to find some sort of magic, efficient and more effective way to scream louder than your competition (or loud enough to be heard at all), instead let’s focus on ways to let your customers and prospects be heard and how you can give them what they need and help them buy.”