“Anyone can pay for something,” was a sage piece of dating advice I was given a long time ago.

Beatles might have said it best when they said –

“I’ll buy you a diamond ring my friend if it makes you feel alright
I’ll get you anything my friend if it makes you feel alright
Cos I don’t care too much for money, and money can’t buy me love”

This advice has served me well. So well in fact that I can see its relevance everywhere.

Let’s apply this advice to marketing. Anyone can spend money to get in front of prospective customers and clients with paid promotions. But no amount of paid advertising can buy love in the form of a loyal fan base.

Love is rare, it is hard to come by in any context in life. How do we facilitate it in the bottom line driven realities of the business world? By building trust and empathy by being human.

Digital marketing relies on data. That data is used to create content and content is used to create engaging ads.

Data is only half of the picture. The other half is empathy.

There are analytics and algorithms galore, but they cannot replace authentic human connection. Digital agencies tell their customers how much they need to spend to get in front of as many eyes as possible in their target market. This works for a while, but if you don’t pay attention to the other side of the equation, you will always have to pay for attention. And the cost of paying for this attention can eventually impact the profit from sales.

We use a different approach: we focus on organic growth fuelled by the stories of your business. Stories by their very nature build empathy, create connections and brand loyalty.

Let’s go back to the beloved Beatles classic –

“Say you don’t need no diamond ring and I’ll be satisfied
Tell me that you want the kind of thing that money just can’t buy
I don’t care too much for money, money can’t buy me love”

You may hear John singing these words in your mind now. It is a story about how true love is worth more than a diamond. A story where without the underlying love a diamond is just a rock.

The same is true for marketing. Creating content that puts human stories in front of other humans results in a connection that impact business growth. Authenticity draws your clients back again and again to a relationship built on trust and understanding.

Focus on the love, even though it takes longer to build. And yes, sometimes it needs a bit of a push to get things moving.

But ultimately, LOVE is created by a connection. Charting that connection through the shared stories of wins from your clients and customers creates momentum. As each story emerges to complete the larger picture, the tendrils of connection branch out into the world. The protagonists of each story have their own fan base. Taking control of the narrative as it unfolds means that all roads eventually lead back to you. Connection can only build more connection. We understand this and harness this power for organic marketing growth.

Marketing communication is a delicate balance of organic and paid. We believe in the power of listening to your fans and telling their stories. Explore the stories you have to tell and then show them to your community; they will love you for it.

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