Made To Stick, The Real Thing

If you haven't read the Made To Stick October 1 posting on Fast Company about marketers selling emotion, you should check it out.

It really hit home after attending the ad:tech conference and hearing agencies and marketers speak about their constant quest to build emotional connections with audiences. Many speakers used words such as:
- engagement
- community
- relationships
- passion
- value
- interaction
- trust
- emotion

Everyone is striving to better understand their audience and find ways to interact with them. Unfortunately many marketers and their agencies are creating short-term campaigns, not valuable relationships.

Marketers need to stop creating artificial environments and short-term campaigns where they must keep "feeding the beast" with more content. I suggest that they look more closely at nonprofits that have established, passionate and engaged audiences. Once this happens, then together they can form innovative partnerships that add value and produce mutually beneficial outcomes.