Fly-Over Marketing

Here’s where I’m supposed to give you the “About me” speech. The, “Kevin Behringer is a marketing professional living in Whitewater, WI and has done things A, B and C.” If you want that, I’m on LinkedIn – check it out.

I’d rather talk about what my view of marketing is. I think that gives you a much better idea of who I am than a resume does.

There are many definitions of marketing.

One of the best I have ever heard is from Christopher S. Penn.

“Marketing is the sharing of ideas.”

Isn’t that great?

Yes, ultimately you want a sale/action out of it, but that’s not the first step. You must first share your idea in order to coinvince someone that what you are offering is what they want/need.

To me, that is the essence of marketing.

With the advent of so many new tools (blogs, podcasts, social networks, etc) to share our ideas, something has gotten lost along the way – having ideas worth sharing.

Too many people say, “We need a blog” or “Let’s start a podcast” without a single thought as to WHY they are starting or whether they have something worth saying. Then, when it doesn’t work, they blame the tool. Seems backwards to me.

That’s why I called this blog “Flyover Marketing.”

Not just because I live in “flyover country” (Whitewater, WI – doesn’t get much more flyover than that!), but because I think that in order to market properly and successfully you need a “flyover” view of your business and its offering. You need to understand what you offer that’s worth hearing about.

Then you can pick your tools.