Inbound Marketing Frees You To Earn, Instead Of Renting, Your Prospects’ Attention
On this July Fourth holiday, a little twist on some of the best writing in the history of America and perhaps the world. But first some background on one of the first pieces of educational content to ever be published.
The Declaration of Independence is the statement adopted by the Second Continental Congress meeting at Philadelphia, Pennsylvania on July 4, 1776. They announced that the 13 American colonies, then at war with the Kingdom of Great Britain, regarded themselves as 13 newly independent sovereign states and no longer under British rule. Instead they formed a new nation – the United States of America.
John Adams had led the push for declaring independence. He headed a Committee of Five to create the document that would explain their reasons for doing so; Thomas Jefferson composed the original draft. (The term "Declaration of Independence" is not used in the document itself.) The statement Jefferson wrote was a formal explanation of why the colonies voted to declare independence from Great Britain, more than a year after the outbreak of the American Revolutionary War.
The congress voted on July 2; there were no opposing votes. The next day, July 3, Adams wrote to his wife Abigail: "The Second Day of July 1776, will be the most memorable Epocha, in the History of America." But our national birthday, Independence Day, is celebrated on July 4, the date that the Declaration of Independence was signed.
Not to try to outwrite the forefathers of this great country but instead to create our own “declaration,” here’s my version to free us from the bonds of ineffective and interruptive marketing. Enjoy with a hot dog and cold beer.
The Inbound Marketing Declaration Of Independence From Outbound Marketing
When in the course of a new buyer behavior, it becomes necessary for all businesses everywhere to dissolve the old-school Marketing techniques which have connected them with an impression-based media machine, and to assume among the powers of potential prospects everywhere, the new inbound Marketing methods and buyer advisory approaches to which the Laws of Nature and of Nature's God entitle them, a decent respect to leverage educational content which mankind requires that they should declare the nature of all prospects' behaviors which impel them to the pursue this new inbound Marketing approach.
We hold these truths to be self-evident, that we will treat potential prospects as people, not targets, and help them make safe and educated purchase decisions. That they are endowed by their Creator with certain unalienable Rights, that among these are Advice, Guidance and the Pursuit of Education. That to secure these rights, marketers and business leaders promise to stop selling and start guiding, deriving their new Marketing powers from the consent of the prospects.
That whenever any Form of Marketing becomes interruptive of these ends, it is the Right of the Prospect to ignore or to opt out of it, and to demand new marketing tactics or techniques, based on a new foundation for such principles, and demanding Marketing in such form, as to them shall seem most likely to impact their ability to make sound and safe purchase decisions.
Prudence, indeed, will dictate that Marketing long established should be changed for inefficient and ineffective causes; and accordingly all experience hath shewn, that mankind is more disposed to suffer, while bad marketing tactics are sufferable, than to right themselves by abolishing the forms to which they are accustomed. But when a long train of abuses and over-uses, pursuing invariably the same Object, evinces a design to reduce them under absolute wastefulness, it is their right, it is their duty, to throw out such Marketing, and to demand new Marketing for a future with more positive buyer experiences.
Such has been the patient sufferance of businesses; and such is now the necessity which constrains them to alter their former Systems of Marketing. The history of the past and still all to present Outbound Marketing is a history of repeated interruptions and inefficient efforts, all having in direct object the establishment of a more positive prospect experience for the people. To prove this, the Facts be submitted as candid word.
The Declaration of Independence goes on to list 27 transgressions by the king against the people of the soon to be new United States. I won’t go into each of them, but this Declaration For Inbound Marketing is no less passionate than that which included signatures of 56 representatives of the 13 original colonies. It took courage and resolve to leave the protection of the Crown and move into a free and independent country.
It takes equal courage and resolve to leave behind marketing practices that have been in use for almost 200 years (the first advertisement was in June of 1836, a print ad in a newspaper). It’s scary, it might even feel treasonous and uncomfortable. But like our forefathers, we must follow our hearts and our minds and go all in on inbound marketing.