Wednesday, September 18, 2013

Advertising and the Art of War: Part 2

Guest blog from Kelly Joffe of Cliff Ross - Advertising - Web Design. Originally appears at

“Use the orthodox to engage, the extraordinary to attain Victory” – Sun Tzu

In Advertising and the Art of War Part 1, we talked about how the advertising and marketing world is a battle field – and only the strong survive. It is important to keep that in mind as you move forward with your advertising and marketing efforts. This week, we talk about the difference between engaging your customers and attaining victory.

In the Art of War, Sun Tzu said we should use the orthodox to engage, and the extraordinary to attain victory. The same is true with your marketing efforts – lets take social media for example. Through the use of social media, you want to engage your fans and followers in order to nurture your current customers and to gain new ones. Using social media as a tool to leverage your business is a very general, orthodox approach to engaging your current and potential customers. By utilizing different social media platforms, you are putting your business out in the social landscape to get recognized.

The goal, however, is to do more than engage. Engagement is just one step on the road to victory. Victory is attained when these social media fans and followers turn into repeat customers and new business. As Sun Tzu said, use the extraordinary to attain victory. Now that you have your fans and followers engaged, you must know and master the capabilities of each individual social media platform to bring in business.

It’s more than just making posts. That’s ordinary. Everyone does that. Your efforts need to be extraordinary. That’s where Cliff Ross comes in. We know what it takes to turn orthodox customer engagement into extraordinary use of social media that leads to new business and victory. Sometimes, to truly attain victory in this advertising and marketing war – you need an ally. That is where we come in.

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