The Anti-Marketer
Patagonia, interruptive marketing, beliefs, and trust.
You know what’s insane?
I would never, ever recommend that any business or person write a blog post every day and send it to real humans.
Yet, here we are.
It’s not because it’s a terrible idea—it’s not. It’s just that deep, meaningful insights are hard to pass on every day. Plus, most Americans see an average of about 10,000 ads a day. compare that to the 5,000 ads a day around 20 years ago. Or compare that to the 500 ads a day 50 years ago.
It’s not that people don’t want useful and relevant insights. They’re just already overloaded.
The new marketing approach isn’t shouting louder—that’s what everyone else is doing.
The new marketing approach is building communities based on beliefs and trust.
Patagonia, for example, makes their customers feel like activists. That’s powerful and they’re not the only ones.
Anyway, it’s helpful to think about how you engage with customers, clients, or just people in your social life with respect to ad fatigue.
People are looking for companies and consultants to save them from the ads. They’re looking for the anti-marketer. The one who understands them and relieves them from the pestering interruptions of modern advertising.