Why I don’t try to keep up with marketing trends

Substance in marketing:

  • You have integrated your experiences and learnings…
  • … to discover something you really want to say
  • … that really helps others (whether or not they buy)
  • … which also gives excellent context for your products/services (for those who are interested in eventually buying.)

What about Style?

Style is fun. It’s flashy. It’s attractive. You may enjoy playing with style, imagery, visual branding, humor, entertainment value. Style is seductive.

How to keep improving Substance:

  • Keep creating content authentically (whether it’s writing, videos, audios, or yes, even imagery as long as you stay true to your sense of artistry)…
  • …on a rhythm so that you are consistently engaging (and therefore growing) in the process of self-exploration and creativity…
  • …and keep observing your ideal audience’s reactions to your content: what are they responding to — and not responding to?
  • Consistently be in some kind of 1–1 contact with various audience members, to better understand and feel where they’re at in their life and journey of transformation, so you can truly understand, in mind and heart, how to better reach and help them.

What I avoid using my energy for:

  • Trying to keep up with the latest marketing software — instead, I observe first. As other people (those who love keeping up with the latest trends) try out the newest software, there are usually mixed reviews. Softwares come and go. But over time, if I hear great things consistently about a piece of software, I’ll finally give it a try to see if it will be truly useful for my clients too. In other words, I’m no longer an early adopter. I’ll let others fill that role.
  • Trying to keep up with the newest social media platforms — instead, I let other influencers go and try them out. Over time, if I observe that substance can be communicated through that platform, and if it’s not too hard to use (easy enough for my clients?) I’ll then recommend it.
  • Trying to be more clever in how I “get” your attention, using tricks (visual, auditory, mental) — instead, I keep working on the substance of my content.
  • Trying to be more attractive — instead, by reconnecting with my authentic purpose and grounded presence, I naturally attract kindred spirits like you.

 by the author.



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George Kao

George Kao


Authentic Business Coach & Author of 4 Books including "Authentic Content Marketing" and "Joyful Productivity" https://www.GeorgeKao.com