What Do a Starfish, Rocky Shore, and Lighthouse Have in Common?

A starfish, rocky shore, and a lighthouse all have Aruba in common. Even more specifically, these three items help me to think about marketing in new ways.

This is the second of five posts covering marketing lessons that I took away from an overseas trip last year. Hope you enjoy.

Marketing tip #1 – Don’t confuse a fish for something else: Starfish

Yes, it’s called a starfish, but this sea creature is actually an echinoderm much like a sand dollar.

In marketing communications, it’s important to know the difference between copy that sells and copy that’s overtly self-promotional. Sales copy is written for the reader where as self-promotional copy is written for the writer (the company). Now that you know the difference, focus on writing sales copy.

Marketing tip #2 – You shouldn’t swim in all the water: Aruba’s Atlantic Coast

The first picture on this page proves that Aruba’s Caribbean side has beautiful still waters perfect for swimming. However, the Atlantic Coast is too dangerous for swimming. The waves will knock you around and the undertow will take you from the shoreline quicker than you can say “life jacket.”

Same goes for online marketing. Choose to place your business in an online space that will stand the test of time. Exchanging blog posts with an unprofessional looking blog, publishing a press release to a site that’s not reputable, and stuffing your site with keywords are all examples of poor online marketing practices. Yes, you should market yourself online, but don’t risk your reputation in the process.

Marketing tip #3 – Be on the lookout for new ideas: California Light House

At the northwest corner of the island you’ll find the California Lighthouse named for the U.S. ship, The California, that sunk just off shore.

Does your business have a lighthouse? Be on the lookout for new ideas and marketing strategies throughout the year, not just when your sales drop.

What marketing lessons can you take away from your travels?

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