NoSpin Marketing Approach

What is spin?

Marketing without spin? Have I lost my marbles?

Spin is the propensity for organizations NOT to tell it like it is and thereby avoid the tougher things like building good products, listening to customers and markets, and communicating with employees—and hence lose out on better financial results.

Unlike having a "point-of-view," persuading, influencing, or telling a real, positive story, "spin" is a conscious effort to deceive, distort, deflect, or disavow. But spin can also be unconscious (although not condoned) in the sense of businesses having been brainwashed into creating meaningless drivel or “yak” that tells no worthwhile story—but rather confuses and confounds versus illuminates or sells.

On the flip side, "spin" is unfortunately what you get from most advertising and PR firms and other marketing companies: how great your company is and how wonderful your products are—even if they aren't so terrific. Also called "blowing smoke up the you-know-what." That way the ad or PR firm remains popular with the CEO and gets generates more fees. Everyone's happy for a while, but this catches up with the best of companies that refuse to take a hard look at what they are doing and why

The NoSpin Marketing approach includes a direct, no-nonsense look at your company, your strategy, and your marketing. Can you handle the truth? Then, it's a tough, disciplined, yet creative approach to marketing that focuses on influencing your target customers to generate sales. Unlike many others—and to a fault—NoSpin Marketing doesn't spin its own clients—rather it learns from each and every client—and applies that knowledge to its other clients.

Why should your company "NoSpin" in the business-to-business marketing world versus "spin?"

1. "NoSpin" is the right thing to do .pure and simple.at the far end of spin were companies like Enron, WorldCom, HealthSouth and others-results can be cataclysmic. Spin bigtime at your own risk.
2. NoSpin builds credibility -which is what is needed to make a sale. instead of sewing the seeds of doubt...which is what spin does via inconsistency, NoSpin does the opposite.

3. NoSpin is typically refreshing and different in any given market niche since there is still a lot of spin out there.Differentiation is always key in marketing

4. NoSpin is actually less expensive than "spin"-spin, contrary to popular belief, takes a lot of effort to keep the intricate web of exaggeration and deceit together.vs nospinning which takes good old hard work & investment--but a lot less pin is expensive and does not drive sales. Marketing filled with spin (often in the name of image, brand or positioning) can eat up hundreds of thousands or even millions of dollars of a company's cash, annually.
5. Most importantly, NoSpin flat out works -NoSpin Marketing clients who truly embrace this approach.and then let us help them with their web content, their Search Engine Marketing, and with coordinating their online and offline marketing.AND follow-up--they get excellent results.

The NoSpin Marketing Approach

Perhaps the most grievous marketing error that companies make is to not be positive enough—not to "toot their own horn"—and tell people about all the good things that they are doing. They need to take stock in who they are and what they have accomplished without being overly impressed with themselves.

But unfortunately companies are often so busy spinning (and so close to the action) that they do a very bad job of telling their positive success stories: the hard work and, yes, struggle behind their success, how their customers benefit from buying their products and services, their growth and other key business metrics, and their direction for the future.

"If you've got it, flaunt it—and start with your website. A smart marketer uses your site as the hub of your marketing content and your business communications.

So why do companies still spin?

Old habits die hard for some companies who have been brainwashed that spin is the only way to go. Many big ad, marketing, and PR agencies pitch "spin" as the only approach: it’s easier and more profitable for those firms to spin versus dig into business strategy, get really creative, and help get their clients’ good stories in front of others. In reality "spin" is boils down to a very bad corporate "bad habit."

Actually, Colonel Nathan Jessup had it wrong in his famous diatribe in "A Few Good Men." The market can handle the truth, but sometimes the company can't. Sooner or later you have to pay the piper if you want to spin. The truth be known, the truth is much more profitable. Nonetheless, it is a great movie line: hear audio and video clips from "A Few Good Men" including Jack's classic quote from the movie.

Marketing the NoSpin Way

1. Tell the truth
   Eliminate the hype, exaggeration, vapor, junk, jargon, techno-babble, corporate-speak. Say what you do and have the guts to say what you do not do. More people will believe you, and you'll sell more. No one has the 100% "solution."
2. Tell it creatively
   Inform, talk benefits, tell stories, have fun, be different, be conversational, be passionate and for goodness sake, don't be boring.
3. Get the word out
   "Build it and they will come" doesn't exactly work except in Kevin Costner baseball movies. Use vehicles that make sense for your budget, measure the results, and don't spend more than you have to...
4. Listen and let others get the word out for you
   Listen and let customers and prospects into your company online; let your people talk internally and externally without controls and watch the market talk about you, faster than you'd ever imagine. Get your link on other sites and vice versa.

The benefits of NoSpin:

• NoSpin is a lot less expensive and aimed solely at sales results; it is the antithesis of marketing for marketing’s sake, which is what many businesses do.
• By itself, NoSpin is a refreshing new way to talk about your company, your products and services, people, etc. It’s different—which is good. There’s a huge opportunity for eliminating spin, because a lot of your competitors are spinning—and you can differentiate yourself from the masses.
• NoSpin forces you to think more strategically and tactically every day—and not just accept a static
  " marketing plan" developed months ago at face value. NoSpin Marketing is not the easy way out
  by any means. Spin is much easier, but worthless, strategically and tactically.

A favorite song of mine, "The Cold Hard Truth", was written by my friend, Jamie O'Hara. George made it the title track of his hit album.