Your Marketing Should Be Beautiful

Hola amigos,

A few months ago, I was giving a presentation about digital marketing to a local business owner.

This person wasn’t technically savvy, but understood the importance of having a digital presence online.

I want to share with you the conversation I had with this person because I think more digital marketers and business owners need to start thinking about their digital assets this way.

Here we go.

“This seems like a lot of work,” the business owner said to me.

“It is a lot of work, but it’ll pay off,” I responded.

“You think?”

“I know.”

“How do you know?”

I opened up a folder on my computer and in it, there were emails, social posts, and ads that I had collected over the years. Marketers know this as a swipe file.

“Look at all these emails and ads and stuff. There are hundreds. They’re all from brands that are crushing it online.”

He put on his glasses to get a better look.

I continued, “Do you know what all these brands have in common?”

“What’s that?” he said as his eyes sorted through the collage of images I had up on my screen.

“They all care about how their marketing materials looked.”

“That seems obvious.”

“The content is beautiful, right?”

“It is, ya.”

“Let me paint you a picture: if you pull up to a store — a physical store — and the signage is broken, the windows are dirty, and the reception area smells like moldy shoes, what’s your impression of that business?”

“They clearly don’t care.”

“Right. It’s ugly. Unwelcoming.”

“Right.”

“The online version of that is emails that are assembled and sent haphazardly, social posts that are poorly designed and unengaging, content that doesn’t focus on providing value, and ads that don’t present a solution to a problem.”

“That makes sense,” he said as he reclined in his creaky desk chair.

“I know it makes sense. That’s why when I walk into your building, everything is clean, I’m greeted with a smile, and I’m helped with my problem. It’s beautiful.”

“Thank you!”

“But your digital presence isn’t that…it’s far from that. It’s…not great.”

“Ouch.”

“Well, if it were untrue, I wouldn’t be here.”

“So you’re saying I need to clean up my digital marketing?”

“You vacuum your store a few times a week, right? You scrub the toilets, right?

“Well, we hire someone to do that, but yes. Yes, we do.”

“Mhmm. My point is that you just need to extend that care of service…that attention…that insistence on beauty to the digital realm. That’s where all your future customers are going to be found. In fact, they’ll do everything they can to never come into this amazing store if they can help it.”

“I see what you’re saying.”

“Don’t sleep on the power of beauty in marketing.”

Treat Digital Marketing Like It Were A Physical Product

I hope the purpose of my sharing that conversation was clear.

Just because digital marketing is largely fleeting, it doesn’t mean you shouldn’t sweat the details when it comes to copywriting, design, conversion, and automation.

It’s the old “dress for the job you want, not the job you have” adage.

Many companies that I work with are small businesses that want to become bigger, more profitable businesses.

That’s a great goal.

To get there, you not only need a great product and service, but you also have to act like that big business you’re trying to become.

People are attracted to beauty — we’re hardwired to gravitate towards it whether we like it or not.

So with that in mind, take the time to refine your digital assets and make it all beautiful!

Fix the broken sign, clean the dirty windows, and air out the reception area.

Adios,Andrew

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