I’m all about the deeds. In marketing, promises are like air. Deeds on the other hand are few and far between. Okay, bringing coffees to a sale call is a deed. So is lunch. But they are not brand-meaningful deeds. For a great reference on meaningful marketing check out Bob Gilbreath’s bookThe Next Evolution of Marketing. Deeds are about putting your money where your mouth is. About delivering proof that you care. Words are important. Deeds are marketing currency. Deeds make one believe the words.
The first print ads were no doubt all type. Words. Then came the ability to reproduce pictures in ads so marketers could pair products and usage with the words. Advertising now is in end-benefit land. Yet it still feels like “me” advertising not “you” advertising. When we market through deeds rather than promises we connect. We create muscle memory for our brand ideas.
One good deed can support months and months of promises. And I meaningful it. Hee hee. Peace!