No strategy on earth will ever be able to compete with a deep level of care.
“The best marketing strategy out there will forever be CARE.
It’s too simple of a concept for the marketing gurus to sell you in a course, but it is the most sustainable strategy out there.
Want to win?
Consistently prove how deeply you care about others for years and years.”
-Ray Zingler on X
I am no marketing guru.
In fact, I am probably the exact opposite.
In 13 years of business, it’s embarrassing to say, but I’ve never prioritized or paid a single dollar into marketing.
I don’t say this proudly because when I remove emotion from the equation and view myself as a business owner from an emotionless lens, I recognize by not prioritizing “real” marketing, I am leaving opportunity on the table.
But here is what I do know about marketing, or at least what I think I know and what has been proven to me over my career as a serial entrepreneur.
From the time I started mowing lawns at 12 in my neighborhood to the most recent conversation I had with my wife’s epidural doctor at the time of this writing (who happened to be googling Zingler Strength for his daughter, 24 hours before my wife’s delivery) I’ve learned that no marketing strategy is at potent as caring.
Not like the “oh yeah, it’s great, I care about what I do!” but deeply and sincerely giving a shit.
The type of care that resides in the core of your bones.
Not the fake, on the surface stuff.
The fake, on the surface stuff gets exposed before you can blink.
Of the many things in business you can fake, sincere, genuine care is not one of them.
And for care to work, you have to care about all of it.
The current clients, the past clients, the future clients, the exciting parts of the craft, the dull parts of the craft, and the outright ugly aspects of the craft.
And you don’t get to be selective with care. Care doesn’t care about convenience.
The real stuff is abundant 24/7/365, at Thanksgiving Dinner and on Christmas morning, too.
And on top of it all. You can’t care for 6 weeks.
You can’t even care for 6 months.
You’ve got to consistently prove that you care for years.
Decades even.
I fully understand that caring isn’t the only marketing strategy.
And it’s most definitely not the fastest track to (short) dollars.
But if you’re interested in winning the long game, I firmly believe there isn’t, nor will there ever be a strategy that will ever come close to competing with it.
Caring will forever be the way.
