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Marketing Secret 12. Humility in Greatness

“The more the tree goes up in the air, the more it goes down into the earth. Remember humility in greatness.” ― Ernest Agyemang Yeboah

When someone comes in contact with your advertising or marketing (that includes your website, and even YOU as the representative of your brand), these are the three things on their mind, in this order:

1. Why should I care?

2. Why should I believe you?

3. Why should I trust you?

4. What makes you different from everyone else? and

5. So what?

Winning awards is, of course, a great way to answer all five of those questions. But winning awards, especially amid a global pandemic, calls for a lot less chest-beating and a lot more humility. We are so proud of Adopt Technologies and the incredible accomplishment of making the Inc. 5000 list three years in a row. We are even more proud that they understand and trust our guidance concerning matters of subtlety and careful messaging. We have always treated the elephant iconography with a deft hand, never trivializing the metaphor it stands for, and still celebrating it in a compassionate way.

It takes courage to lead a client into uncharted territory, but it takes even more courage for that client to trust their advisors. We believe we have a responsibility to earn that trust every day. In the example above, we recommended this sincere, vulnerable statement. "It's rather emotionally, really."

We are all very emotional right now. Many businesses are folding, and good people are losing everything. There is much unrest and uncertainty in the world. This honest, humble reaction to an award in the space of all of that is both warranted and memorable.

People forget what you tell them. They always remember how you make them feel. And in the end, those feelings are everything. Every penny of the bottom line can be attributed to successfully creating a "feeling" that translated into your wealth, the continuation of your mission, and the sum total of all of your hard work trying, hopefully, to convey one single message among all of them: LOVE.

The best brands in the world do not sell their products. They sell love. That really is the magic ingredient. The proof is not in the figurative pudding, it's in the P&L. We promise.


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