Joe Patti published a great article yesterday that serves up a good helping of grounded wisdom in the form of reviewing the fundamental difference between promotion and marketing.
“…a [promotional] message of ‘come see this show’ is different from ‘this is a place that provides an opportunity to share experiences with family and friends.’ The latter is part of a [marketing] narrative about attaining what people aspire to rather than selling a single specific product.”
That basic concept is nothing especially new to anyone who works in marketing but it’s a good message to hear at this point in time when so many professionals are feeling fatigued and otherwise overwhelmed. It’s all too easy to begin substituting promotion for marketing and if you aren’t careful, your career becomes little more than grinding through the motions.
To that end, consider allocating time this week for taking stock of your own work. Talk to colleagues and see how they’re feeling; how can you inspire and support one another that goes beyond cathartic griping.
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