Marketing gets a bad rap because we only notice bad marketing.
Need hot SOLAR LEADS???? That’s gross.
On the other hand, good marketing is pretty much invisible. You may notice an emotional connection. It feels genuinely helpful.
What separates good from bad marketing? I agree with Stark and Moulten, who point to the importance of mindset:
- Money: Spammers generally feel motivated to make money above all else. When you’re dealing with someone like this, you feel it right away.
- Mission + Service: Good marketing comes from working towards a larger mission. Serve a community in an open handed way to help them find outcomes that support the mission.
Of course you have to make money, but instead of making that your top priority, focus on your mission and your audience. You’ll go further that way.
I started Volta Strategies to empower companies creating the climate future that we need. It’s wrong for solar and energy efficiency contractors to waste money on marketing that doesn’t deliver.
Why do you do what you do?
