The Monologue of Marketing & How To Overcome
First, let’s go over the basic ideas of a monologue: Simply put, it’s the action of talking about yourself, instead of inviting others to the conversation. You’ve probably heard the term used in theatre, or film before, and it’s the same principle. In that regard, one actor is speaking for an extended period of time, with no other characters interjecting, or joining the conversation.
In marketing, the idea of a monologue is really no different. It’s when marketers focus on the glory of a business/brand, and talk at consumers, instead of with them. They allow themselves to be the only actor on screen (in commercials, digital ads, billboards, and even entire campaigns). Obviously, it’s important to get a message out to the masses, so businesses need to talk about themselves. When we live in such a digitally-connected world, where people are ignoring traditional advertisements more than ever, monologue simply doesn’t work the way it used to. Now, it can come across as demanding, egotistical, and out of touch – not exactly the ‘keywords’ most businesses are looking for.
How can a business get past this sense of self-promotion, and nothing else? You’ll be glad to know the answer is simple: Start, encourage, or join a conversation. Engaging with your audience is the obvious choice to appearing more personable. When people find you approachable as a business, your identity loses its ego, and you become more relatable. More relatability, in turn, means more consumers can trust you, and use your services or buy your goods.
Technology has made it easier than ever to quit monologuing. Social media, websites, livestreams, etc., have made it possible to really connect with people on a wide spectrum, and bring them into the conversations as supporting actors for your brand. In short, it’s about building relationships with these people, whether they’re loyal customers already, or are just trying to learn more about what your business does. Once you build up that trust with them, they’re going to be incredible marketing candidates for you. You won’t have to boast about your business as much, because the people you’ve formed relationships with can do it for you – and they will, with the right personality of your business in place.
You can only watch a one-man show for so long before it starts to get boring, tedious, and somewhat self-serving for the person on the screen. The same goes for every single business: It’s time to let go of ego, and the importance of pushing our messages on people. Instead, we need to become the people, and share that message, instead of forcing it. Through these relationships, the conversation about your business will undoubtedly grow, and all you have to do is be a part of it.