Soto Law Group August 2018

August 2018 Soto’s Chronicles

DeDe Soto

Protecting your most valuable asset — your family

CONTENT IS KING H ow to F ind U nique and E ngaging M aterial for Y our M arketing


Let’s face it: Marketing has hit a wall. Everyone is looking for the next unique way to engage the broadest demographic possible, but they just can’t break through. Do you want to know why? Go to the websites of startups, mid-sized businesses, and massive conglomerates. What do you see? They all have the same aesthetic, the same content, and the same tone — each packaged just differently enough to make them look unique. Audiences want new content faster than marketers can provide it. Just as social media embraces trends, businesses market to consumers. Once a company strikes a chord that resonates with the masses, everyone jumps on the bandwagon until the marketing strategy is wildly overused and therefore ineffective. Rather than businesses dictating how they market to consumers, the pendulum has swung so that marketing strategies are in the hands of the consumer. The quick progression of technology in recent years could be a cause of this shift of power, but the reason matters less than the result. Businesses are left to either try to create the next big marketing trend or ride an existing one until it’s out of gas. But it doesn’t have to be this way. Every business is sitting on a gold mine of content-driven marketing; they just haven’t tapped into it. The biggest resource for a company to market is its leader. One strategy that has gained a significant amount of traction in recent years is the personal branding of companies’ leaders. But just as other marketing has become standardized and generic, so has personal branding. Owners and CEOs have become robotic in what they say and how they act. It’s as if they’ve all gone through the same media coaching. Leaders are so concerned with slipping up that they won’t take risks. But when did being authentic become risky? Here’s the truth of the matter: If you’re a business leader, people will listen to you. Most people are drawn to the same qualities that make a person successful.

Happy August! Summer is coming to an end, but the weather is hotter than ever! I hope you are relaxing and preparing for some cooler weather. This month I have dedicated a couple of articles to the entrepreneurs and business owners — as well as our furry friends — enjoy. If you have college-bound students who are 18, you should make sure their health care directives are in place. Once a child turns 18, parents are no longer able to make decisions unless proper documents are in place. Of course, we can assist your family with these documents. Make sure and visit our website TheSotoLawGroup. com for workshops, or if you or someone you know needs some estate planning, give us a call. Until next time, many Blessings,

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