One of my favorite speakers and authors, Andrew Davis, tells us to create moments of inspiration in our marketing.
“Create moments of inspiration.”
That sentence seems so simple. Too simple almost. But while the words may be simple and straightforward, implementation is much harder. You see, it’s not just a rule, or a best practice, or even a mantra. It’s four words that put so much responsibility on us.
Ever since I heard him say it, it’s constantly on top of mind. I can’t get away from it; that’s how powerful it is. Anyone can create a campaign or come up with clever marketing to push a product, but inspire? That’s not very easy at all. That takes commitment.
Anyone can get someone to buy this or that. Anyone can convince someone to attend your conference or trade show. But once you commit to inspiring your attendees and your exhibitors and your sponsors…well, that’s quite the task isn’t it.
When you get someone to attend your conference, you’ve completed a transaction together. Next year you need to do the same thing. And the next year again. When you inspire your audience, that keeps them coming back for more year after year.
You are not just delivering them an event that was worth their investment of time and money. Now you are changing their life. Now you are standing next to them all year long and cheering them on. Now you are encouraging them to challenge themselves.
When you do that, you not only advance the individual, but you improve your entire industry. It also changes your organization. It becomes a habit. It fosters creativity. It encourages everyone to up their own game. It makes you strive to do even more, to inspire even more people.
I saw evidence of this last week at IMTS while spending time in the Smartforce Student Summit. There I saw exhibiting company representatives sitting side by side with students of all ages getting them excited about the opportunities in manufacturing. All these people were inspiring a next generation to build the future of manufacturing.
These ten year olds or even college students were not going to be purchasing million dollar equipment anytime soon. But by inspiring them, they were creating a better workforce for tomorrow. They were advancing an entire industry.
I encourage you to read Andrew’s charge again. Create moments of inspiration.
I won’t even tell you to take some time this week and think about how you might do that yourself. It’s now in your brain, and there is no way to avoid it. It’s going to rub at you constantly. Like me, it’s likely all you’ll be able to think about.
Then the magic will begin to happen. Nothing you do will be good enough if it doesn’t inspire.
Photo Credit: Christos Tsoumplekas (Back again!) via Compfight cc