O'Reilly logo

Launch: How to Quickly Propel Your Business Beyond the Competition by Michael A. Stelzner

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

What Does “Caging Marketing Messages” Mean?

Recall that the elevation principle equation is: Great Content plus Other People minus Marketing Messages.

What does the “minus marketing messages” part really mean?

Too often, businesses treat people like fish. We've been taught wrong. The old mantra says that if you simply drop the right message on the heads of the right people, they'll bite. That lure has lost its luster. It no longer works.

In an age where your future customers have endless choices and increasing control over media, it's time for us to rethink the way we market.

In the old world, all you had to do was “pay to play.” The goal was to place the right ads in the few places where people “hung out.” That model is rapidly becoming ineffective in today's world. Witness the demise of print publications and newspapers as proof that consumers have moved on. They no longer have limited media consumption choices.

If you continue to make paid placements the center of your marketing strategy, you'll always be reliant on others, and may quickly run out of money.

In the new world, consumers go where they find the best value. When your business becomes a publisher of great content, it transforms into a magnetic force that attracts many people. This causes your rocket ship to quickly accelerate. As this happens, you'll gain opportunities to employ new marketing tactics. Rather than your business chasing people, they'll be chasing you.

Here are some reasons why most forms of advertising ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required