Marketing Trumps History

Category: Marketing Topics published on: 7/3/2017  by Brad Cowart

Every July 4 Americans celebrate their independence. We remember the struggles of the patriots and their vision. It’s a time of rest, family, good food and fireworks. However, most don’t realize that this celebration is actually two days removed from America’s real birthday. How did this happen? The answer is marketing.

On July 2, 1776 the Continental Congress voted to accept a proposition by Richard Henry Lee (Robert E. Lee’s grandfather). Lee’s Resolution declared that America was now free from British rule and would henceforth guide its own affairs. When successfully voted upon, the country was born. Yet that isn’t the story they taught us in school.

Everyone knows that Thomas Jefferson wrote the Declaration of Independence that set us free. Yet the Declaration was simply a press release written by an eloquent man and intended for the newspapers, which would then spread the word. Jefferson used noble-sounding phrases, tying independence to the right of men to self-govern. While his words announced the new law, his passion stirred people to action.

Is your marketing a dry recitation of features and benefits? Do you say the same things your competitors do and then tack on “but we’re better”? Does your marketing represent what you do as well as why that should matter? Do you stress reasons to act? The process isn’t easy, but then Jefferson struggled for hours with getting the words right when he wrote:

We hold these truths to be self-evident, that all men are created equal, that they are endowed by their Creator with certain unalienable rights that among these are Life, Liberty and the pursuit of Happiness.

These words motivated a nation and changed the course of history.

So how powerful is your marketing?