Sorry, Don Draper: Why “Barge, Brag, and Bully” Went Bust

09
Aug 2016

Sorry, Don Draper: Why “Barge, Brag, and Bully” Went Bust

 

Enjoy this excerpt from The Content Marketing Coach: Everything You Need to Get in the Game … and WIN, now available for pre-order!

What does all this mean for the tried-and-true Mad Men approach to marketing—Barge, Brag, and Bully—that dominated for so many years?

Barge Tactics Today

So, how is interruption-based marketing faring with folks in today’s environment?

Do you remember when DVRs first came out? They had a lot of “nice to have” features, like the ability to record shows for later viewing (which my VCR also did quite well, thank you), but wait … what’s that … I can skip over commercials? Sign me up! Hell, gimme two!

We are living in an environment where consumers will gladly shell out their hard-earned dollars to be free from advertising. How many online services offer a “premium” subscription option that features an ad-free experience? Let’s see: Pandora, Spotify, Hulu, YouTube, just about any app on your smartphone …

Let’s face it. Interruption-based marketing has become the 21st-century version of crabgrass: consumers will actually pay to have it not come anywhere near them.

Brag Tactics Today

If you think today’s consumers are going to shell out any kind of coin en masse based on what they see in your TV commercials or read on your glitzy website, you’re sadly mistaken.

Would the people in your audience expect you to use anything but the most glowing language about your product or service? They wouldn’t expect to see any cons alongside those pros any more than we’d expect to see a dating site profile that talks about the hairy mole on your back.

So brag as much as you like about your shiny products and services. People might even listen to you … and then they’ll go to Facebook, Twitter, Google, Yelp!, Angie’s List, Citysearch, TripAdvisor, or Urban Spoon to get the real scoop.

In other words, you can play Great and Powerful Oz all you want. Just remember that today’s consumers already have a hand on the curtain.

Bully Tactics Today

Ah yes, the high-pressure sales pitches from days of old still echo in our heads: “Gotta buy!” “Gotta buy now!” “Don’t go another day without having one!” “Have you bought one yet? Why not?”

The thing is, when marketers turn on the pressure, today’s consumers can simply turn off the lines of communication.

Pestering prospects with salesy emails? Say hello to the black hole known as the spam folder.

Maybe you’ll get them on the phone, huh? Oh, yeah, caller ID. Welcome to Voice Mail Jail.

Direct mail? If your message even gets there (that is, if they’re not on the Do Not Mail list), most folks open their snail mail over the garbage can. Say hello to the Rubbermaid Trashmaster.

To illustrate how very passé high-pressure tactics are, take a look at Google’s Parisian Love ad, one of the most successful ads of all time. Look it up on YouTube and watch it. It’s okay, I’ll wait.

Nice, isn’t it? No call to action. No barrage of features and benefits. Just a series of screencaps and a little audio showing that Google helps make life happen. That’s where we are today, folks.

Okay, so the Internet and Gen X have completely spoiled the Mad Men party. What’s a marketer to do? Let’s find out … 

Remember, if you pre-order The Content Marketing Coach by August 31, you’ll get our exclusive MVP bonuses:

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About the Author

Rachel Parker, Founder & CEO of Resonance Content MarketingA self-described geek who can recite entire episodes of South Park by heart, Rachel Parker has had a passion for content ever since she was old enough to hold a crayon (purple, please).

As Founder and CEO of Resonance, Rachel helps businesses publish content that connects with their audience … and converts those followers into customers. She’s also the host of the Content Marketing Podcast and a sought-after speaker, having presented to many major business and marketing organizations. To learn more, download our complimentary audio 5 Things You Must Know About Content Marketing.

content_marketing_50 BizSugar Featured Author on Business 2 Community

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    Rachel took the overwhelm and stress out of writing content for my marketing campaign! When I approached Rachel, I was really concerned that I wouldn’t have the time to focus on writing copy for a lengthy marketing campaign that included sales pages, solo emails, newsletters and social media updates. Well, let’s just say I’m glad I hired Rachel because I couldn’t have done it without her support and expertise. I loved how she used my voice and words to craft content that helped me reach and attract my ideal client. As a result of working with Rachel, I added 5 figures to my business in less than 4 weeks, hundreds of new social media followers and exceeded my sales and list building goals! You know your marketing copy is working when you hear someone say, “I see you everywhere”. Thank you Rachel for helping me not only get seen by my ideal clients but get paid!

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  • Event Sold Out Two Years In A Row!

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