Several times a month I walk past an interesting individual on my way to work. He's a guy that stands near the campus hospital with several signs that make it clear he is taking a passionate stance on an issue.
The issue is male circumcision.
He is against it.
Very much against it.
If you talk to him, and I have, he will tell you that he is a strong advocate. He essentially feels like he is marketing this idea of stopping male circumcision in the U.S.
Truth is he isn't marketing, or advocating, for anything. He's just hiding.
I know it doesn't look like hiding. He's out there. He has signs. He has flyers. It looks like marketing.
But what he really is doing is spamming. He is interrupting people who almost certainly aren't interested in hearing from him and talking about something that may be important to him but isn't really important to them.
Thus he is easy to ignore. Wrong message. Wrong time. Wrong place. Wrong audience.
Now here's the thing. Maybe that guy is right. Maybe the world would be a much better place if more people adopted his worldview. But his marketing approach pretty much ensures that no one is going to hear him.
As you can imagine, I see this often.
I see it in the author who has spent zero time building a relationship who is shocked, SHOCKED, when her self published book doesn't sell and no one goes to her book signing.
I see it in the theater company that just hits send on every email or social media posting without thinking about the audience and the overall conversation they want to have with them.
Looks like marketing.
Feels like effort.
But it's hiding.
Effective marketing is a thoughtful exercise. It includes considering the audience, the message, the timing, overall goals, etc.
Anything less runs very close to spamming which is waste of their time and yours.