The anti vax ‘movement’ runs one of the most sophisticated marketing campaigns on the planet.
Until recently if you typed ‘should I vaccinate my kid’ into google, most of the results would be from sites owned and managed by the anti vax movement.
Their campaign involves a network of over 500 websites espousing the dangers of vaccinating your child.
Now, I’m not silly enough to start a debate with you on whether you should or shouldn’t vaccinate.
‘So, what are you getting at Adam…?” I hear you ask.
There is a sophisticated marketing campaign in place with one agenda.
To influence your opinion on vaccinations.
The same situation applies to other industries… Especially the marketing industry.
Let me explain…
Last month I spent a few days in San Diego at a digital marketing conference.
I attended the conference with about 3500 of my closest digital marketing agency owner friends.
The 3 main messages that the organisers kept preaching were…
- Marketing has changed and with it comes the end of the world
- If you’re not providing every service to every type of client you’re pretty much screwed
- The only way to survive in the future was to buy their stuff
In other words, everything sucks unless you buy their stuff.
The attendees were scared. They fought and scrambled to buy every solution offered to them.
On the flip side, myself and my wife, Claire swanned around with a lovely warm fuzzy feeling inside.
Because last year we starting doing the exact opposite of what the ‘marketing guru’s’ had been preaching.
We stopped working with ‘everyone and anyone’.
We specialised in one strategy.
This has seen our business grow every month… without costing us more in time to get these results.
‘So what’s your point Adam?’ I hear you ask.
The best advice for growing your business is… Do the opposite of what the marketing guru’s tell you to do.
If they are telling you to try a new strategy, you should probably sharpen the old one.
If they are telling you to be scared, it’s time to go on the attack.
Whatever they say, do the opposite.
Except me of course… Do whatever I say and you’ll be awesome.
Anyhoo, that’s it from me today.