I listened to Seth Godin talk about marketing recently. He laid out two versions of it.
Link to the episode: https://youtu.be/g7AxxkywiFI?si=fpHDwROgkG9RbepX
Link to the episode: https://youtu.be/g7AxxkywiFI?si=fpHDwROgkG9RbepX
The first is the one everybody pictures. A company with budget interrupts you, takes your attention without asking, and pushes you toward a purchase whether or not you have the problem their product solves. Volume is the point.
The second is how Godin has chosen to define the work:
“Telling a true story, to the right people, in a way that helps them get whatever they want, that they will tell their friends about.”
Do it that way and none of the icky parts show up. There is nothing to apologize for and no reason to stay quiet about work you are proud of.
The phrasing is powerful because it scales, and because it points at something worth building.
Cheers
Klark