"If you don't like what's being said, change the conversation." - Don Draper (Mad Men)
Changing the conversation takes effort - it’s NOT the way of least resistance, but it can be the way we get over a generation of narcissistic, self-absorbed, holier-than-thou marketing that ignores the audience by talking about our product, service.
Most of us have to live with the reality that our work is directly tied to revenue - sustaining it and increasing it because everything depends on it (no money = no mission, after all).
So how do we dare change the conversation AND meet revenue projections? By adding content, adding value, adding gratitude, and adding flattery.
While everyone’s nervous about scarcity, you give away your best.
While organization’s are unsure about their identity - their brand, you make your brand about serving, giving and solving the problems of those who buy, give or volunteer to make the mission possible.
Make your mission their mission. That will change the conversation quickly and importantly (no gimmicks necessary).