Exciting times to be a marketer: you are in show business!


You may have heard this before: everyone is in marketing nowadays. To make a living, you need to promote and sell something: your image as an ideal employee; your qualifications as the perfect fit for an advertised professional position; the product or service the company you already work for specializes in; or your own business. Everything is a brand, from products and ideas to people and causes. Non-profits, as you know, need as much promotion as any other business.

Moreover, marketing has changed radically in the last ten years or so. It has become a lot more exciting. As a marketer, you are not allowed to interrupt your audience with a loud selling message or by yelling a silly slogan at them any longer. You may even try, but it will not be very effective. Now things got a lot more complex, genuine, interactive, and, I dare say, even more artistic. Marketing needs to excel at beauty, creativity, usefulness, and the ability to keep a conversation going with the customer for as long as necessary. After all, we are aiming to keep them for life.

Content marketing

As a consequence, we all need to turn our marketing departments into media companies or publishers to be able to promote effectively in this new landscape: whether your are selling language learning courses,  ebooks or cars. Gone are the days of the proverbial pushy second-hand car salesmen we still see in movies. To turn our marketing team into a media company, we must become content creation machines, spilling out entertainment, compelling stories, clear explanations and timely info about your product or service to build a loyal audience on and off line. Only then are we allowed to sell to this community we worked so hard to attract and shape. Build the community first, gain its trust, give away lots of free and relevant content, and afterwards, you will own the right to offer them your “purple cow” (borrowing the expression from marketing guru Seth Godin): the very compelling product they can’t wait to buy from you.

Take for example the need to create a personality and specify the values your brand stands for. Storytelling is the keyword here. Every time you get in touch with your audience you have an opportunity to add a new piece of your corporate narrative by reinforcing the values and personality of your brand. This must be done through different social media channels, using the right tone of voice. Companies that invest in marketing will assign different people to manage distinct social media channels and the kind of content feeding they require. Besides, they need a marketing coordinator/manager to oversee the whole operation, analyze the metrics,  and make sure the conversation with the client remains consistent.

Marketing in the business of language learning – my speciality

What I find really exciting as a marketer in the language learning line of business is how easy it is to produce content that will captivate your target audience, turning them into leads and then customers. If you sell LANGUAGE, which is a vehicle, you have a lot more elbow room to play with content. Language can be used to talk about anything. So there can be a lot of variety in your communication. And what can be more exhilarating than the possibility of creating blogs, podcasts, videos, PowerPoint presentations, ebooks, webinars, etc. to express your passion for language teaching/learning through a wealth of rich content?  Marketers are given a unique chance to become writers, video makers, newsreaders and designers: we’ve been given the opportunity to be in show business after all! Few people would turn this opportunity down.

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Show business

 

Start now!

Of course, you may not feel excited about every piece of content you will have to create to attract customers, especially because it needs to cater for the community’s needs and interests, not yours. The more you get to know your prospects, the easier it will be to publish the right kind of content for them. But assuming  you like or identify with the product your are selling, there will always be room to express your passion.

Hubspot, the inbound marketing software company, is the benchmark  for content creation, attracting clients to their community by giving tonnes of excellent content away for free. Well, there is obviously no need to get to their level of sophistication and productivity, but if you do not start creating compelling content right now, you will not be in business for very long. Believe me, creating content is key. And it can be a lot of fun.

Au revoir

Jorge Sette

Why We Love Gabo (Gabriel García Márquez) and You Should too


Of course the first thing I did after “hearing” about the death of Gabriel García Márquez on Facebook (where else?) was to access my Kindle app and download a full collection of his short stories and his biography (Vivir para Contarla). I have the print version of the biography at home, but, as I was away, I felt the need to reread parts of it immediately. The prices were astoundingly low on Amazon.com, and I figured they may not remain so for very long, as the hype brought about by the death of any celebrity is bound to push up prices of anything related to them.

It was very comforting going to bed that night with those two books safely stored on my iPad. It felt like I had somehow beaten and transcended death. I could keep Gabo with me for as long as I wished. And this is something I needed to do.

Gabriel García Márquez

Gabriel García Márquez

When I first read ONE HUNDRED YEARS OF SOLITUDE, I was in college. I had a close group of friends, all taking different majors, who spent most of the free time together. Beaches, bars, weekend trips. At some point, some of us decided to read that book and we all agreed to read it at the same time. We became a kind of informal reading club, without a facilitator or much structure to it. However, it was a lot of fun discussing the most improbable passages, sitting for hours on the beach in Boa Viagem, unafraid of death by shark in those young times.

In those days, we were more interested in how funny and unfamiliar some of the magic realism sounded to us, without really devoting much time to interpreting metaphors or sensing how painfully poetic the whole thing was. Macondo, the imaginary  Caribbean town featured in the the book, with its heat and rain, its underdevelopment and desolation, its ghosts and backwardness was not very different from what we experienced in Recife in the mid-1980s. It was not as if we were trying to figure out Márquez from the coldness of a damp London night, reading by the fireplace, with a cup of tea. We might as well be characters in Gabo’s books, so close our realities were. Nobody would look very surprised if we all started to ascend into the sky like Remedios, the beauty, one of the strangest characters in the book.

Macondo is Latin America, and it’s Recife, Brazil,  more than anywhere else.

Only years later, though, did I come across my favorite Márquez: LOVE IN THE TIME OF CHOLERA. I liked it even more than “One Hundred Years…”  Less magical realism and more poetry. The story of the determination of a man who waits for a woman for 50 years before finally having her deeply resonated with me. It was a metaphor standing for everything I valued as ideals in life: crystal clear objectives, passion, a steely tenacity, patience and the understanding that the journey  and its pleasures should be as important as the goal: after all, Firmino Ariza, the main character, had led a fully satisfactory life while patiently waiting for the love of his life to become a widow, before finally resuming and strenghtening their relationship during a beautiful boat trip down an infinite river. Meanwhile, the journey, the life of Ariza, is packed with funny and interesting anecdotes, lived to the full, which makes the book a rare delight and a great lesson.

In between these two masterpieces, I read most of the other stories, and remember being deeply impressed by the strange tale of the unfortunate life of Eréndira, who had to work as a prostitute to pay for an unextinguishable debt towards her wicked “abuela” (grandmother). Because of the movie based on the story that came out at the time, I can only picture Eréndira as the dark wild beauty Claudia Ohana, the Brazilian actress who played the leading role. Irena Pappas played the crazy grandma in an unforgettable performance.

Not long ago I read another amazing and disturbing Márquez’s story. It told of a boy who liked to spend the nights on the beach staring at the sea. One night he begins to see a huge ghostly transatlantic ship passing by, which, with all its lights off,  silently crashes against the reefs near the entrance to the harbor. Despite the fact that, from then on  the vision happened once every March, year after year, his mother never believed him, as no traces of the shipwreck could ever be found in the daylight. Until one day when, already as an adult, with a little torch, her son manages to lead the ship past the rocks into the canal towards the beach, only to have it crash magnifically right in front of the local church. They all believed him then.

This is what makes us love Gabo: his Spanish fills the world with a unique combination of magic, colors, rhythms and smells (in one of his stories, for example, a strange smell of roses takes over a little village by the sea, heralding great changes to come), which makes us see reality in a totally new light. And finally get it.

Au revoir

Jorge Sette.

 

 

 

 

Storytelling with Norman Rockwell


Storytelling with Norman Rockwell

Click on the picture to access the SlideShare presentation.

Note: you might want to check out our new book TEACHING ENGLISH WITH ART: MATISSE   available  from AMAZON.COM as an ebook.  Click here for more info: 

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