Digital, digital, digital. That’s the way of the world these days. Everything revolves around social media and doing digitally what we used to do with tangible materials. It’s more efficient, cheaper, and it lends itself to better management and tracking.
The problem is, there’s so much in the digital marketplace that it’s easy to get lost in the shuffle. Even if you hire a professional writer to handle your marketing needs, there’s no guarantee you’ll get the results you want. The only way to really stand out is to do something that nobody’s doing. And in this modern marketplace, one of the best ways to be seen is to go old-school.
Back in My Day…
Make no mistake, the digital revolution is going nowhere. It’s always to your benefit to explore newer, more streamlined ways to do the things that make your business run. However, there’s something to be said for simplicity and a different approach.
People commonly complain about how businesses don’t care about them as much these days. When things were simpler, they got a more personalized touch and they felt better about the businesses they supported. Whether or not these statements are true is irrelevant. Perception is reality, and if people feel this way, there’s usually a reason for it.
Breaking the New Mold
When was the last time you callously dismissed a non-junk mail letter you received? It probably doesn’t happen very often, and even if you did chuck the mailer, at least you gave it a few seconds’ thought before pulling the trigger. Compare that to the dozens of emails you’ve blindly deleted today alone. Which medium had a better way of getting you to think?
Snail mail is just one of the once-traditional, now-forgotten ways you can reach customers. The same is true of calling customers. People are hesitant to even answer phone calls today, but leaving a friendly voicemail is the very same one-to-one customer interaction you want with everyone. These ideas are all around, and nothing is too old-fashioned to work. Think about the tactics that have worked on you in your life, then see how they can be applied to your business.
An Integrated Approach
Sending a letter via traditional mail instead of email is a novel idea, but it’s useless without a bigger plan. These sprinkles of old-school marketing should always be accompanied by modern thinking. A fully integrated marketing plan will give you the modern tracking and social benefits that are synonymous with success in today’s world, but will still give you the opportunity to reach customers by giving them something extra. Together, one hand washes the other. But if only one hand exists, the model is unsustainable.
Life is all about taking what you’ve learned and putting your own spin on it. Combining new-school technology with old-school personality is a great way to separate yourself from the back. Think outside the box and find some really unique ways to show off the best features of your company. Back it up with the personalized and efficient modern methods that customers have come to expect, and you’ll have the best of both worlds.
Bryan B is a freelance writer based in Long Island, N.Y. He is passionate about bad movies and bad puns, and he still thinks pro wrestling is real.
