Despite the fact that I've been involved in marketing activities for decades, I noticed it was slightly awkward to type the title of this post - To Whom I Am Marketing and Why.
And then I wondered why it felt awkward. How could that be, after all these years?
I decided that marketing is like flirting. If we are going to do it, we'd prefer it not be obvious. It's supposed to be subtle in order to actually work. Right?
Flirting is supposed to be subtle and so is marketing. If our efforts to influence someone are 'way too obvious we are not likely to succeed. In fact, we're pretty much doomed to fail.
So, making a bold announcement - I AM MARKETING - is not cool. Or, is it?
What if my announcement is seen and heard and felt as an INVITATION instead?
What if my announcement is understood as a warm welcome by the very people I want to attract?
Those people are my "to whom" and they know it. These are my people and I am their coach. They want to hear what I have to say. It's working both ways,
Seth Godin's evergreen post from 2009 says it another way, "You can no longer market to the anonymous masses. They're not anonymous and they're not masses. You can only market to people who are willing participants."
Although Seth doesn't use the words "invitation" or "welcome" they are implied, don't you think?