From the course: Leading with Purpose
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Purpose in marketing
- People will forget what you said, people will forget what you did, but people will never forget how you made them feel. This famous Maya Angelou quote is true. It's true with family, with friends, with community, and it's also true at work, especially in marketing. You know today's marketing and advertising landscape is crowded to say the least. We're living in a time of hyper-personalization and also, an onslaught of noise. The task of cutting through the noise is challenging. Traditional marketing has been about features, benefits and pricing, but that sets you up for a side-by-side with your competition. It will make you look commoditized. Now purpose-driven marketing focuses on customer impact, it tells compelling stories, it illustrates true value. This is the kind of marketing that will make your customers or potential customers feel something. Let me show you an example of something really creative one of our clients did. It's a company called Bender Plumbing. They're a…
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