God bless the Internet. We see the world in a much different way thanks to the World Wide Web. Sure, it’s ruined some cool things along the way, like independent book and record stores, pictures of kittens, newspapers and magazines, and the concept of privacy. But on the plus side, it’s also put the last nail in the coffin of some pretty horrible things forever, like the Yellow Pages and Rick Astley’s career.
However, one area that the Internet has improved, besides on-demand access to pornography, is the effectiveness and reach of direct marketing. Like porn, online marketing is easy to do badly and much better when handled by professionals. If you know what you are doing with your online strategy, you can do some cool stuff and get results. Too bad most people suck at it. And by “too bad,” we mean “fortunately for us.”
Since 2005, Starr Tincup has made it our mission to innovate marketing in the human capital software and services segment. That actually made our available market a lot smaller because there are plenty of companies in this market segment that want to play it safe. They want to navigate by the stars of convention, and they’re afraid of using social media and other new technologies.
We believe the solution for marketing in the human capital segment is all about engagement. You have to engage the prospect in a real human moment. We’re not so cynical and jaded that we believe that can’t be achieved in marketing. It can. But it can’t be done if you’re not willing to take some chances. You don’t have to abandon all the traditional marketing mediums like email, direct mail, advertising and all that jive. You do need to find a way to float above the noise and engage someone before you can sell them something.
Give your audience some credit, not spin and obfuscation. They see through all that jazz-hands bullshit. Let us help you address their pains. You do that, and you’ll have your customers. And that’s the truth.
