I interacted with a tweet recently that asked about marketing myths.  I’ve heard a lot of talk about how people don’t want to be sold to.  I disagree.

Personal Finance in a Public World includes plenty of information about the social media messages and advertisements we see everyday.  It’s alarming.  We interact with our devices 2,617 times per day.  What?!

I’m stressed just thinking about all of those messages.  This is coming from someone who listens to podcasts on three and four times speed.  

Is Faster Better?

I am pro technology for the most part.  However, it has to be used well.  You can overdo just about anything in life and stimulation is no exception.  

Why would social platforms and companies pour so much money into advertising (sending so many messages)?

They do because it works.

Facebook is Meta and Web3 exists because of this.  The Internet is no longer a part of life.  It has become life itself.  

Our lives are digital and we like it.

The question is; are our lives actually better?

I would say it depends on the person.  Some people seem to have mastered the use of technology as a tremendous tool.  Others rely on it too much.  Still others are even beyond that.

Faster is better - but not always.

The Psychology of Technology

In my book, I make the point that we are no longer fed ads by media networks primarily based on monetary gain.  We are fed ads by social platforms primarily based on our interests.

We actually make the decision as to what we see.  The social algorithms are so powerful.  In my research, I read (and listened to) Sinan Aral’s book, The Hype Machine and Adam Alter’s book, Irresistible.  These were fascinating texts that explained in detail how social technology works.

Most people understand that the applications we use to gather information about our habits.  What we fail to realize is that information is turned around and fed back to us.  

Our minds appreciate being fed what is positively stimulating.  It makes us want more.  I did quite a bit of research on dopamine.  You’ll want to read more than a single article to understand how it works and affects your life but this is a good start. 

Dopamine is essential to life but it can be overdone.  You don’t want a resistance to it.

Impact Marketing

I love to apply modern concepts to the impact space.

My Twitter interaction referenced above is the latest in motivation for me.  

I believe that people do actually want to be marketed to and that is based on my research of social media technology.  We actually love being fed advertisements - the ones we like.  The key is the timing.

There are certain times that we don’t want to see products and services that we like.  A few that come to mind are during sleep, worship, intimacy, or while reading book.  However, they can quickly distract you from these things.  And even still, those are only short times during our days.

We spend a lot of our time seeking to be fed what we’ve already indicated an interest in.

So why can’t this apply to The Impactmaker Movement?

It can!  We must “impact market”.

Telling Your Story

One marketing tactic or concept that professionals talk about is having a story or a “why” behind your efforts.  

“Why” and purpose has been a topic of ours before.  See Speaking of Impact episode 32 with Gabrielle Bosche and episode 22 with Quinn Tempest.  Therefore, we know how important a good explanation story is.

You must have your impact story down and use this to market.  It’s the number one thing that people want to hear from you.  It explains your experience and how it led you to do the work that you do.  It expresses your passion.  It’s entertaining and moving.

Your story is the best impact marketing you can do.  Some of the most successful non-profits tell a great story of why they exists.  Apply this to your project immediately.

People will “buy” your story if you tell it to them.

Buying In

I realize that we’re not selling products or services here.  Or, maybe we are?  

Maybe you have a for-profit, social impact business where you sell a product or provide a service that improves the lives of others.  If that is the case, it may be easier for you to apply this concept.

Regardless if you have a for profit business or a small impact project, people will need to buy what you’re selling.

After you’ve perfected your story and shared it with people, you’ll need to present what it is that you do.  This is where you secure buy in.

You’ve explained why.  Now, show them what.

This is where people will “buy” what you tell them.

Example

Let’s say that you have a small local impact project to help children read.

A good story of why you believe this to be an important cause will get you 95% of the way towards a “sale”.

You explained the need.  You talked about kids in your life that struggled to read but excelled in life once they could.  You even introduced one benefactor of your work.  People are convinced of the issue and feel the need to help.

Then, you show them exactly what you are doing to assist the kids.  You explain where, when, and how they need help.  Potential volunteers or donors then picture themselves doing those activities.  They may even experience some anticipatory dopamine (read the article from above).

Doing What Your Told

The key to telling people what to do in the impact space is not about giving direction.

I consider myself a leader in positive impact but not the type of leader you might think.  I’m not a boss, manager, CEO, or even captain of an impact team.  I lead by taking action.

I try to do things that are good.  I’m not always successful but when I am, you can see what I’m attempting.

A friend of mine asked me if I am a Christian recently.  It felt good - not because I wear my faith as a badge of honor.  It felt good because my actions spoke for my beliefs.  I had not mentioned in words how I might classify myself from a religious perspective.  

Impact work and leadership is the same.  If you express your why and act with the according values, you will be known as a supporter of your cause.  

When you have authority, leadership comes.  See E-Impact 86 for more on authority.  

With authority you can tell people what do to.

But not like that!

I’m not an “impact boss” and neither should you be.  People “do what they’re told” when they believe what they hear to be right and just.

Your why story and explanation of what you do is what will sell future impactmakers on your project.  

I have been talking about Twitter a lot in recent entries and I’ve noticed the most popular accounts are those that simply tell their story and explain how they operate.  Others follow.  Some accounts give directions.  They don’t do as well.  

Impatience

It’s not all sunshine and rainbows!

This is one of my favorite sayings because it’s a little aggressive, kind of funny, and very true.

You can’t expect your story to resonate with everyone or your actions to be understandable.  This is okay.  

You will have some tough times where people are “doing what they are told”.  They may just give you a strong pat on the back and even donate some money but not really help beyond that.  My best explanation for this is fear. 

I’ve said before that humans are inherently compassionate.  We want to help others.  Unfortunately, some of that over stimulation that we experience has made us too worried about our own well-being and our “fight or flight” has extended its presence.  I talk in detail about this concept in E-Impact 45.

Those who don’t help you (at least right away) don’t disagree with you, think your lying, or find your motivation to be in jest.  They are afraid of committing to something new or are worried that they will not be helpful.  Don’t give up on these types.  Just keep nurturing.  

Be patient.  Eventually, people will find the confidence or come to a point in their life where they are willing to face their fear.  It’s not up to you to determine when that time is.  Just be ready.

The Ultimate Sales Leader

This is were I wrap up the blog entry and motivate you to take action.  After all, this is E-Impact.

You’re human.  You have the inherent desire to help others.  You’ve been blessed with a unique blend of gifts and skills. You also have life experience.  These are all you need to make an impact.

You can join an existing cause that your life experience has brought you to.  Or, you can start your own project.  Each of these is a form of leadership based on the definition laid out in this entry.

Leadership is “why” + action.  

Most corporate structures don’t consider the leader to be the salesperson.  The sales people are like a special breed that aren’t employable under a normal arrangement due to their personality but they don’t want to run a company.  They want to network, be social, and make a great living based on their performance.  The president makes big decisions about the direction of the company and spends time “leading”.  

The impact space is different.  Everyone participating is a leader and everyone a salesperson.  

Congratulations!  You are the ultimate impact Sales Leader.

I have no trophy for you.  But, I do have encouragement.

Your purpose is something great and many will benefit from it.  

Articulate your why.  Take action.

Tell ‘em what to do.