January 27th, 2010
by Lorrie Thomas
Projection is a psychological behavior that involves “projecting” or putting responsibility on a person, place or thing vs. taking personal ownership.
I am seeing a common marketing problem where a web technology is blamed, not the professional driving it!
According to Wikipedia, “The mind may avoid the discomfort of consciously admitting personal faults by keeping those feelings unconscious, and redirect their libidinal satisfaction by attaching, or “projecting,” those same faults onto another.”
Marketing Diagnosis: Projecting Sales Responsibility on Web Technology is NOT HEALTHY
Crisis Case A: A business owner wants to add a shopping cart to their site because sales are slow. The e-commerce shopping cart is added, sales do not magically pour in and the web firm who built the shopping cart OR the technology is blamed for not making sells.
Tools do not sell, People Sell!
Crisis Case B: An organization creates a Facebook page, a blog or something social-media centric. People do not flock to join the Facebook page, blog followers are not raving evangelists, Twitter followers are not becoming customers.
Web Tools Support Sales, they Do NOT Magically Make Sales
It is time as professionals to own our selling success. Projecting your marketing responsibility on tools is not a healthy pattern.
Responsibility + Relationship = Rewards. When web marketing is used as collateral that backs up what you have to sell, then it will support your sales.
Web marketing is complex beast. It’s and art and a science. We learn by applying and engaging and taking professional responsibility for our message, meaning, understanding of our business model, setting goals and making smart decisions to invest in healthy marketing to have wealthy organizations.
Marketing Prescription: Web marketing is a wonderful marketing resource. Don’t blame tools if they don’t work, tools are the WHATs. Stop, look critically at the HOW tools (like websites, emails, social media, search advertising, etc) are being executed.
Being responsible is good for your professional self-esteem. Web marketing education is very empowering, keep reading this blog and commit to self-education!
Web Marketing Therapy Related Links:
- Responsibility + Relationship = Rewards
- Web Marketing Therapy Diagnosis – Social Media Overwhelm
- Marketing Diagnosis: Letting Your Web Appearance Go is a Sign of Business Depression
- Business/On-line Success: MASTER MARKETING STRATEGIES DESIGNED TO INCREASE YOUR SALES!
Bill @ SBCC
(January 27th, 2010 at 8:47 am)
Enjoyed the post. Lots of food for thought, esp. since I prefer a low tech approach to most projects, including social media. My cell phone, for example, is two years old, not the latest \flashy thingy.\
In what ways does the company Google implement \responsibility + relationship = reward\ concept?
Lorrie Thomas
(January 27th, 2010 at 1:10 pm)
Hi Bill!
Thanks for the note. I too, like low tech (which is atypical for my field). I live on the web so I really believe in ubplugging to recharge! I am trying to envision your cell phone…you’ll have to post a picture!
To answer your question:
How does Google implement the responsibility + relationship = reward concept?
Google takes their search algorhythm VERY personally (**responsibility). They make it big business to produce quality, relevant results. They offer a TON of free tools like Google Analytics, Google Webmaster tools, Gmail, Google Docs, etc that allow the masses to engage (**relationship) with each other and build a connection/love affair with Google.
Google’s quality results is why they have 66% of the web using their search engine. Gifting their technology pays off (**reward) when empowered people and professionals understand their web work better and they often BUY Google Adwords (to generate more traffic)
Google gives to gain. They take mega responsibility, make meaningful relationships and they reap the rewards because of it!
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