Updated: Mar 6, 2021
The Context Marketing Revolution by Mathew Sweezey will change the way you look at your relationship with your customers and readers.
You’ll learn that getting their attention is not what’s important, but rather being there for them where they are, when they need you is key. In other words, relationship comes first, purchase comes later. And a purchase is not a result of a sales pitch, billboard, or ad, but rather a result of trust built up with your customers over time and a decision they make when they are ready. And so is the heart of the context marketing concept that Sweezey discusses in his book, The Context Marketing Revolution. Neatly and efficiently organized in 242 pages with thirteen chapters, the use of italics, bold-face print, graphs, correlative examples, graphics, and an index, he teaches his readers a new vocabulary on how to make the most of today’s infinite information age one person at a time.
So where do brands or authors build relationships? On the internet, and social media of course. According to Sweezy, “our ability to create, distribute, and consume content instantly, from anywhere via our electronic devices” has changed the world of marketing from the pre-2009 formula: Build, Market, Sell to the formula: Market, Sell, Build, Market.
I’m an emerging author and new to working with social media channels for the purpose of trying to find readers who might be interested in my book, my style, and my story when it’s released. And Sweezey’s message has made me see that learning people and sharing with people is how to build a following. So for all you authors, who are pre-selling books before release dates, you’re already practicing the context marketing model that Sweezey discusses in his book. And if you want to learn more about this revolutionary proven strategy, add this five-star read, chock full of great advice to your TBR. Sweezey breaks down the concept of context marketing by telling his reader about the effectiveness of not discussing your product, and how that builds a following. He goes on further to say that customer experiences must be available, permissioned, personal, authentic, and purposeful. Sounds like a healthy relationship, don’t you think? He tells the stories of how Tesla and Ikea have used this model to become what they are today and he breaks down the new age customer journey into six stages. Then he levels up the book by discussing context marketing ‘s artificial intelligence implications. My only complaint about this book, is that some of the pictures are small and the text inside those pictures are difficult to read.
I highly recommend The Context Marketing Revolution to anyone who is building a brand, a following, or a purpose for the greater good. I’m not a salesperson. I hate selling, actually, and this book validates me by telling me it’s ok to be myself and be human, meet people where they are and wait for people to be ready to share in a vision. I’m inclined to compare the role of a brand within the ideas of the context marketing revolution to that of a good leader in the context of the words of the ancient Chinese philosopher, Lao Tzu: “A leader is best when people barely know he exists, when his work is done, his aim fulfilled, they will say: we did it ourselves.”