Risk & Business Magazine Cooke Insurance Group Magazine Winter 2018 | Page 22

SLOW MARKETING SLOW MARKETING MOMENT: A SNACK MIX STORY FROM 30,000 FEET W e want everything fast, don’t we? In marketing, we want more leads, more pipeline, more brand awareness… and more fans, followers, and friends. But, ironically, the companies that have the biggest, most sustainable business wins won’t get there by going faster. Instead, they will get there by… wait for it… slowing down. More specifically: they will get there by slowing down at the right moments. The key to success in modern marketing is to flip from As SOON as Possible (move fast all the time) to As SLOW as Possible (move slowly at critical moments). In an era of content abundance and channel overload with possibilities everywhere always and all the time and immediate and OMG Why are there only 24 hours in a day…. 22 Why should you pause? (Full stop.) Slow down? (Take a beat.) And do less? Why would I suggest slow marketing as a marketing strategy? Doesn’t conventional wisdom hold that when you slow down, you’re road kill? That when you’re slow, you’re a slacker? Nope. The opposite is true. SLOW IS MORE SUSTAINABLE: FOR PROGRAMS, FOR COMPANIES, FOR PEOPLE. The smartest companies sometimes take a slow marketing approach—which (ironically) delivers faster results in the long term. What are the critical moments when marketing needs to slow down? How do we recognize those “slow moments” that we need to embrace? We can uncover them by asking (and answering) a series of clarifying questions. The most important one—especially for creating more effective content and more relatable writing—is this: SO WHAT? (It sounds flippant, I know. But it’s not.) I’ve talked about this before in Everybody Writes. In writing, the idea is to reframe a piece of communication from the perspective of the reader, by asking “So what?” and then answering “Because…” until you’ve exhausted your ability to reach a reasonable answer. Let’s zoom in for demonstration purposes, okay? SNACK MIX FOR B2B Right now, I’m folded into a window seat, passing 30,000 feet over Philadelphia. The flight attendant just offered me a tiny square pack of snack mix. (Pretzel twists. Seasoned bread sticks. What appears to be off-brand Cheez-It style crackers.) What if you’re in business-to-business