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Josh Garcia says: December 22, 2010 at 9:08 amHey Sonia,
That is what I love simplicity! I have to remind myself at times to not over complicate things.
I love that…we are not going to do any marketing, just communicating…
Have a great day,
Josh
Carolee a.ka. Blogging Biz Mom says: December 22, 2010 at 2:22 pmWow, you really made that sound so easy 
I really hate going on the Internet for information and it is written in such a way that you be a Professor In Online Scientology or some such thing to understand it….(ok made that up!)
Some of us have been around and understand the terms and technology…some haven’t.
Many people don’t understand that some of their readers may be totally new to the net and this all sounds like another language to them….
…and I am highly surprised by the people I know or have met that I thought were “super-techy” and must know everything there is to know about the Internet.
SOOO many don’t know a thing about blogging. Or they have a business, but don’t know about twitter or Facebook.
Anyway, thanks for making it easy!
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Randy Kemp says: December 22, 2010 at 9:13 amSonia:
Brian must be taking a holiday break, as there is not Internet radio show today.
I truly believe that all business entrepreneurs should know a bit about things like marketing, copywriting, SEO and social media. If for no other reason, it will help them to make an informed choice, when engaging a profession (i.e. advertising agency, PR firm, freelancers, etc.)
Your message is simple and short today – yet it is very relevant. The master in the Karate Kid gave the newbie a simple task…wax car…paint fence…wax on, wax off. But it was the “wax on, wax off” that won the kid the contest – probably saved his life also.
Randy
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Brian Clark says: December 22, 2010 at 9:29 amThe radio show will be back first week of next year. Things are a bit slow around the holidays.
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Rinatis Dinoro says: December 23, 2010 at 2:35 amWil love to hear you guys again!
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Arnold Arnan says: December 22, 2010 at 9:20 amOh man what a brilliant post!! I am a firm believer in simple and am constantly striving for that with my clients and myself. Because I’m analytical, I tend to overcomplicate but I am trying to break my nature when it comes to the Message. Thanks again for posting.
Arnold
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Erik Emanuelli @ FreeMakeMoneyAdvice says: December 22, 2010 at 9:38 amThanks for sharing, Sonia.
I wish it was simple as you describe in your post.
Maybe sometimes happens…
ReplyBrian Clark says: December 22, 2010 at 9:43 amIt really is that simple, it’s just not easy. Two different things. 
Sonia Simone says: December 22, 2010 at 10:50 amDefinitely.
Beth Robinson says: December 22, 2010 at 9:40 amI don’t know whether to laugh or whimper. That’s a great story.
ReplySonia Simone says: December 22, 2010 at 10:51 amAlso completely true.
Marie says: December 22, 2010 at 9:52 amShort. Sweet. Simple. When “marketing” gets coated in sugar like this, it makes it easier to digest. Wonderful post!
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Justin Popovic says: December 22, 2010 at 9:53 amSimple is ALWAYS better. This was great. For me, the key take away was your statement:
“And tell them, very clearly and specifically, what to do next.”
Don’t just shyly suggest it… TELL them. Tell them as though you have 100% belief in your value (because you should). They still have the choice as to how to proceed but that little step of telling them will be the key influencer here.
I’m gonna go tell some clients to buy my stuff now
Jax says: December 22, 2010 at 9:57 am1. I am Jax at ‘little grey bird’ online professional proofreading.
2. I will eliminate your spelling mistakes and improve your writing.
3. Contact me at http://www.littlegreybird.co.uk to discover what I can do for you.
That’s all? No problem
Thanks Sonia
ReplySonia Simone says: December 22, 2010 at 10:51 amThat’s all. But work on #2 a little so it says more about how the client’s life will be better after working with you.
Al says: December 22, 2010 at 12:35 pmI know that benefits often sell better than features. However, I’m not sure that you have to list explicit benefits every time. I think Jax says enough. If I needed a proof reader, and I probably do, I would consider Jax. I don’t need to be told the benefits of good copy.
However, what does stop me is that I know nothing about Jax. Is he good, is he reasonably priced, do other people approve of his services, can I trust him.
ReplySonia Simone says: December 22, 2010 at 12:42 pmAlso, you should know that he is a she.
Marlee says: December 22, 2010 at 4:11 pmLOL!
The above is a brilliant exchange.
And, it just goes to show how easy it is to overlook benefits and underestimate their importance.
Hashim Warren says: December 22, 2010 at 8:40 pmJax, here’s another shot at it:
2. I will eliminate your spelling mistakes so you don’t look stupid in front of clients.
Ivan Walsh says: December 22, 2010 at 10:08 amhow to frame your business, right?
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Joseph says: December 22, 2010 at 10:16 amThis is an awesome yet simple post. Marketing and advertising is all about communication. Instead of trying to be a sleazy salesperson, you’re communicating with as many people as you can why they would want your product. Once they know that, it’s only natural that you would give them a way to buy it. I love this ethical sales approach. Communication is the key.
ReplySonia Simone says: December 22, 2010 at 10:52 amThat’s why my greatly-neglected personal blog is called Remarkable Communication and not Remarkble Marketing. When we get away from marketing being communication, things start to go a little haywire.
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Marcia Hoeck says: December 22, 2010 at 10:17 amI love this, Sonia! The basis of marketing is getting something “to market” — so a hundred years ago, if you were a farmer and had potatoes to sell, you had to get them to the village square — “to market” — so people could buy them. No one thought this was sleazy.
In order for people to benefit from your thing, you have to make it available to them. That’s all marketing is. Putting it in non sleazy terms and calling it communication — which is exactly what it is — really helps to clarify and de-sleazify the whole shebang.
ReplySonia Simone says: December 22, 2010 at 10:53 amExactly!
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Laurie says: December 23, 2010 at 3:55 pmDe-sleazify – great word!
I agree communication is what marketing is really about, or should be. Many of the job seekers I work with are told they need to “sell themselves” like they’re a bunch of hookers. I prefer to talk with them about communicating their strengths and benefits they can offer an employer – much less squeamish-y (how’s that for a word?).
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Tito says: December 22, 2010 at 10:26 amExcellent post, those are powerful tips!
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Jen Gresham says: December 22, 2010 at 10:29 amSo it’s tell them who you are, tell them how you can help, tell them what to do, and….keep your sense of humor!
I love how you “show, don’t tell” with these lines: But he still would have signed him for a fat account, and done some stellar work on it. Then he would have slept with his wife.
Seriously, that’s the stuff good copy’s made of! Brava!
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Shane says: December 22, 2010 at 10:34 amThanks Sonia. I liken this to a play on Occam’s Razor. The simplest explanation is more likely the correct one. That doesn’t state it’s the easiest way, just less complicated
Sonia Simone says: December 22, 2010 at 10:53 amYep.
Walter Ingram says: December 22, 2010 at 10:50 amGreat post!! In marketing, we must keep the communication simple! Conversate with people as if you are speaking to them at your kitchen table!
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Debi says: December 22, 2010 at 10:54 amNicely done, Sonia. Reading this succinct explanation was rather like looking at an M.C. Escher painting since the persuasive technique used therein followed your own advice.
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dcborn61 says: December 22, 2010 at 11:00 amWhat is described here IS marketing. Developing relationships, determining needs and satisfying them are what marketing is. Relationship marketing has been around for awhile, it’s just online tools allow for much better segmentation and personalization.
ReplyBrian Clark says: December 22, 2010 at 11:03 amYou got it. That’s why there’s that little wink and a smile at the end.
Sonia Simone says: December 22, 2010 at 11:02 amWhat is described here IS marketing.
Yes, that is correct.
Reid Peterson | Small Business SEO Expert says: December 22, 2010 at 11:03 amSo marketing doesn’t have to look like, sound like, or taste like marketing? Wait, have I just been marketed to?
Sonia Simone says: December 22, 2010 at 11:09 amLaughing. Fiendish, ain’t it?
Chris Johnson says: December 22, 2010 at 11:13 amOn my wall, I have on an 11×17 sheet “What Now/What Next.”
I let my customers know what just happened, what we delivered and what and when the next steps are. This goes after the job is complete, and it has dictated what my people buy.
So if a website is delivered, then I say, “now you have to add content, and if that gets confusing, lets do an hour consult for X price.”
They are GRATEFUL that someone is selling them.
My clients don’t have to worry about action steps. I started doing this 6 months ago, to benefit them. And they had more success with the sites and services, we do.
What Now, What Next….
ReplySonia Simone says: December 22, 2010 at 11:18 amHelping people actually take action vs. thinking about taking action is maybe the most important thing you can do for them.
You bring up a great related point, which is that if people aren’t genuinely grateful for what you’ve sold them, you need to fix that part first.
ReplyChris Johnson says: December 22, 2010 at 11:23 amIf you reiterate what they bought, and what they are doing, they become grateful.
Meaning: sell them on how smart they were.
htttp://flatratebiz.com/thank-you is the redirect link when someone buys. (Some links are neutered there).
Constant reassurance. All the time.
ReplyJustin Popovic says: December 22, 2010 at 11:51 amWhat Now/What Next. Great concept Chris, I love it.
Cheers
Christine Livingston says: December 22, 2010 at 11:31 amSonia, never mind your client – I breathed a sigh of relief when you reframed marketing to communication. I can do the latter in spades while I’ve got a bit of a limiting belief about the former.
Makes me think that good marketing is like being a regular, good human being. You *just* need to turn up, engage with folks and follow through. Hmmm… Simple, but not always easy indeed. Easier, perhaps, just to believe that I’m a crap marketer!
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Marshall Adler says: December 22, 2010 at 11:37 amChristine Livingston….as in Glenn Livingston’s wife?
ReplyChristine Livingston says: December 22, 2010 at 11:52 amLOL! No, just as in Christine Livingston. 
Sonia Simone says: December 22, 2010 at 12:06 pmGlenn’s wife (who is also awesome) is named Sharon.
Scott Howard (ScLoHo) says: December 22, 2010 at 11:35 amSonia, the best clients I’ve ever had have allowed me to follow the formula you mention. And yes, it’s marketing, it’s advertising, it’s honest communication.
This is what effective “Word of Mouth” is all about.
No one will remember which store(s) offered 35% off when all of them shout the same message. And so no one will tell their friends because it isn’t worth talking about.
But take a company like Tom’s Shoes, for example, that gives away a pair of shoes to someone who can’t afford them when you buy a pair for yourself, and there’s something worth talking to.
Every business that I want to do business with or have as a client has their own unique story to tell, and while it’s not the traditional advertising that gets crammed down our throats, it is marketing and it works.
ReplyMarshall Adler says: December 22, 2010 at 11:36 amConsidering that marketing is communication…kind of a tricky post don’t you think?
Ilka Flood says: December 22, 2010 at 11:47 amHi Sonia,
Gosh, that is so simple! Often we seem to over-complicate things making them more difficult than they really are. Your article puts things in perspective. Find out what our customers problem is and share the solution.
Great post!
Ilka
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Steve Averill says: December 22, 2010 at 12:16 pmI met a chiropractor last night and when I told him I was a marketing guy he practically rolled his eyes at me. But when we started talking about how he should communicate online through his site and fb and twitter and why its important he totally changed his tune and said to give him a call cuz he needs help. Almost every small biz feels ripped off by advertising and marketing types but to Sonia’s point if you can just show them it’s about connecting and clarifying and consistency, just being there in those spaces with a clear simple message, you will make $.
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John Howlett says: December 22, 2010 at 1:39 pmThis why I love your copyblogger stuff. It is so cool. The article is great and the art is not too shabby either.
I have quit a few post that I don’t miss every day. I you and the copybogger folks are write up there with Seth “the man” So now I am thinking of change my handle to “Information Delivery Man”.
FYI, I am making a short list of hot, must read blogs, for college Adv & Mktg students on my blog.
I am moving you up to the top of the list. Good job keep writing. Health,Happy Holidays to you and everyone
at Coyblogger.
John Howlett says: December 22, 2010 at 1:46 pmHey Sonia:
I just reread my comments to you. Wow! so many typos. Please forgive.
This is what happens when I write and send without reading stuff.
Weird as it may seem I now know what my next blog article is going to be
typos of course. Thanks for the suggestion!
Jon Thomas says: December 22, 2010 at 2:03 pmThis is exactly why viewing your marketing simply as business storytelling and content creation can be so powerful. It provides interesting and valuable content to your audience while you get to feel all warm and fuzzy because you’re not marketing in the traditional, skeevy sense.
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Shane Arthur says: December 22, 2010 at 2:17 pmExcellent non-marketing, you CMO you!
Sonia Simone says: December 22, 2010 at 2:21 pmChief Talking to Customers Officer is sorta unwieldy.
Shane Arthur says: December 22, 2010 at 2:23 pmBut damn funny. Thank you, Sonia, for a great laugh…and a great year of posts. That goes to all the Copyblogger crew too. Couldn’t imagine not knowing you guys.
Here’s to a great 2011.
ReplyMarlee says: December 22, 2010 at 4:14 pmI don’t actually “know” the Copyblogger crew, but I couldn’t agree with you more Shane! And, I’m loving your Creative Copy Challenge. See you there soon!
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Shane Arthur says: December 22, 2010 at 8:43 pmThanks Marlee. That’s the beauty of the 3rd tribe approach; you may not personally know the Copyblogger crew, but they know how to make you feel as if you do.
Jack Price says: December 22, 2010 at 2:25 pmGreat example of the power of structure. Some say structure is limiting. Not true. It’s like a little engine that you can dress up however suits you, and it still works.
Like your 3-pointer. As long as you hit all 3, you can have a little fun with it, even make up a different name for it. (Like packaging marketing as communicating, ya little scamp.)
“. . . throw up in your mouth a little . . . ?” I think that line sets a new world’s record. It disgusted all 5 of my senses at once.
Jack
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Jessilicious says: December 22, 2010 at 2:26 pmHi Sonia!
Whew! That certainly takes all of the “scary” and “gross” out of marketing.
Lee says: December 22, 2010 at 2:34 pmGreat post, and so very true in the world of social media. Tweeting valuable content is such a great way to get new followers, as opposed to being yet another person who Tweets self serving links. Great content rules!
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Jane Shattuck Hoyos says: December 22, 2010 at 2:48 pmThat is the best summary of what marketing is that I’ve ever read anywhere, beautifully written.
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Susannah Noel says: December 22, 2010 at 2:59 pmI just recently discovered my love of marketing, and I’m delighted to finally be doing what I was born to do, but not all my friends understand it. When I explain it, I will send them to this post. It perfectly sums up my feelings about marketing.
One thing I’ve noticed is how people almost universally scoff at marketing – and yet everyone uses it in some form or another, whether professionally or personally. It’s all spin – from what we wear to how we talk to what we put in our kids’ lunch boxes. Marketers simply stand up proudly and give it a name.
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Business Posts says: December 22, 2010 at 3:43 pmI absolutely agree. Clients, especially new ones or prospects, rightly worry that they are buying into some “PR package” that will skew their message to the point they lose control of the message they want to impart.
I know of a 22yo “PR guru” who cocked-up a free PR opportunity simply by being a control freak and giving her client wrong advice.
Communication – B2B or B2C – should be fluid and tailored.
KMayer says: December 22, 2010 at 3:49 pmLove this post, but will reiterate simple is not easy. In fact, it’s often more difficult!
ReplySonia Simone says: December 22, 2010 at 9:47 pmThat’s often true.
Austin L. Church says: December 22, 2010 at 5:24 pmSonia, I couldn’t agree more, and I’m glad that transparency on the web has forced many companies to put down their megaphones and self-aggrandizing marketing gimmicks and simply connect with one person at a time.
We all started to believe that marketing was like peddling snake oil, and we forgot that people out there really want you to help them fix a very real problem. Of course, that’s not everybody. My point is that marketing isn’t inherently bad, and when it’s combined with empathy, humor, a true desire to help and serve, and a desire to view people as people and not “consumers,” both parties will walk away happy.
No one likes a bully, but everybody appreciates a good listener who happens to also be an efficient problem solver.
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Ande Waggener says: December 22, 2010 at 7:21 pm“Throw up in your mouth a litlte” LOL — so THAT’S what that nasty taste I had when I first started out. I love how you simplified this to the bare bones truth. I have copied and pasted your last three sentences on the top of my to do list.
Glenn Palmer says: December 22, 2010 at 8:46 pmI used to work in a chainsaw shop and I sold a ton of Alaskan Sawmills because I used them myself and was very enthusiastic about them. It didn’t seem like selling at all because I was simply sharing my experience. Put in this framework, all I did was describe the benefits I received from using this tool and put their money in the cash register.
Nowadays, its all about market research and niches and it often happens that we wind up in a market we aren’t even interested in, simply because the numbers say its where we should be. Then we wonder why we have a rough time selling!
KC says: December 22, 2010 at 10:41 pmConnotations of “marketing” today usually includes annoying telemarketers, spam mail, etc. Obviously these are part of marketing, but marketing isn’t all about these. This post is a great reminder that marketing is really just one form of communication.
Great post! A good read for all marketers (both pros and aspiring ones).
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Ambassador Bruny says: December 23, 2010 at 2:57 amSo glad I found you guys. Great post on K.I.S.S. After writing about 356 post this year, I can’t help but say, “why didn’t I find you earlier..ahhh”, but I’m gald to know you now. I’ve read through the Keywords, internet marketing and Headline writing in one day. Wow, that’s good stuff. Just wanted to give you kudos.
Your Ambassador,
M.Bruny
Dennis M says: December 23, 2010 at 5:21 amAlthough I understand that selling yourself (and ultimately, your products) can feel uncomfortable, here’s a thought:
If you stay in your comfort zone, guess what happens? You keep doing what you always did so you’ll get the same results you always got!
Sure it’s uncomfortable, but the world belongs to the bold. You feel the fear, but grow some balls and do the seemingly intimidating stuff anyway.
Key insight about marketing versus popularity: if you want to live off of your blog, then remember that you’re not here to win a popularity contest. You’re here to make (enough) money while talking about your greatest passion. What’s the use in 5000 visits a month if 0,1% buys? It’s better to have 500 visits where 1% buys.
Sorry, went on a rant there, but my point is: you DO need to know some basic marketing, like which key performance indicators to use.
Example: If you want to live off of x amount of dollars a month, I need to sell x amount of products, since my conversion rate from visitor to customer is XYZ I either need to improve conversion by this much or increase the number of visits by that much to be able to live off of this blogging gig.
You know?
D.
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Susan Guthrie says: December 23, 2010 at 5:28 amHmmm. been thinking about the power of a blog. By telling everyone about our product – well even Oprah has told the world about Australia recently – it seems to be a topic that is ‘yeah, yeah.’ I was thinking about blogging about amazing Burleigh Heads people and businesses from a tourism point of view.
I think this is kind of telling it as it is and letting people know what we have to offer from a very personal perspective. Do you think this would have street cred?
Sue
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greg urbano says: December 23, 2010 at 5:31 amwow, simple but very good advice! like it!
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Mary E. Ulrich says: December 23, 2010 at 6:38 amSonia, one of your talents is making complex things simple. Love the 1-2-3 punch at the end:
1.”Instead, just let your potential customers know who you are.
2. Let them know how your thing will make their lives better.
3. And tell them, very clearly and specifically, what to do next.”
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Grace Allison says: December 23, 2010 at 8:20 amWe are a sophistacated society and as such people want to feel that who they are is validated, understood and heard. In doing so trust can be established. Solving problems that are clear and specific to individual needs honors people. Telling stories with empathy and compassion opens a whole new world.
ReplySonia Simone says: December 23, 2010 at 11:15 amIf you can keep your focus on those three, it’s rather astonishing how much you can do with it.
Keeping focus, especially now, not so easy. But it can be done, and I see great examples all the time.
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Linda Faulkner says: December 24, 2010 at 5:41 pmI have been in sales and marketing for over thirty years and it still amazes me that business people think they can success WITHOUT selling or marketing.
Everyone sells and markets … some of us just do it better than others. And yes, finding someone who does it better than you do it is FAR better than chucking sales and marketing altogether.
Simplicity, as you so eloquently point out, is the name of the game.
Excellent post.
ReplySonia Simone says: December 27, 2010 at 2:36 pmVery true. I particularly love the assertion “it sells itself.” Uh, probably not.
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Carmen Brodeur says: December 25, 2010 at 3:23 amYes I agree you don’t need to be a salesman when you blog. In fact if you come across to salesmany people will stop reading your blog and not come back. It is better to just present info and then have a simple short call to action at the end of each post.
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Eddie Gear says: December 27, 2010 at 7:27 pmHi Sonia,
Very intrtesting article, However, I would have to disagree with you on varoous levels. For example marketing and selling go hand in hand. If you are offering a proudct or a service, then you have to market them.
Without marketing you are not going to get anywhere. If you are Copyblogger, then you dont need marketing as you are already well known, again if you want to reach a new audience, then you need to market your product.
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