Haven’t you grown tired of everything moving at full speed—because it has to, because there’s so much noise around you, and because you feel that if you don’t move fast enough, you’ll miss out on something?
There’s a constant state of agitation around us—AI is taking marketers’ jobs, we have to be on every social media platform, create video, text, audio, photos, and on top of that, write a book and then promote it.
On YouTube, we’re bombarded with titles like:
- How can I make a video go viral?
- 5 steps to a campaign that brings you 100 leads overnight
- How a brand grew to €1 million in revenue in just 6 months
- Sold 100 products in 5 minutes
Even my own presentation at the Romanian Entrepreneur Tour had the title “How to Build a Viral Marketing Strategy?”(mea culpa). But to wash away this “sin,” the presentation itself highlighted the fact that virality does not bring sustainable success – something proven in practice.
These overnight success stories are the easiest to sell. Just like passive income or crypto investments (remember?). Of course, they’re usually promoted by people who had the courage to act early, found a small blue ocean, extracted the gains, and are now selling us the illusion that we too can be the next (insert big name here).
But if we’re honest and transparent – this kind of marketing doesn’t really exist. This overhyped, overnight success marketing that strokes our ego and, why not, brings a few happy tears to our eyes.
I still believe in healthy marketing – marketing that isn’t built on lies or “overnight wins.” Lately, the principle of slow marketing has become increasingly clear to me, even though it may sound strange in a world where everyone wants results now.
What does slow marketing mean?
A marketing strategy built on the brand’s principles and values – one that doesn’t force the customer’s hand and has the patience to build a solid foundation step by step, so that no matter what happens in the market, the brand doesn’t suffer.
Slow marketing – marketing that is built over time, steadily, grounded in truth and healthy principles. That’s what makes the foundation so strong that no matter what happens tomorrow, people will still buy from that brand.
It is a marketing strategy that does NOT rely on:
BUY NOW! COME NOW! SIGN UP NOW! NOW… NOW… NOW…
It’s a strategy built over time.
It doesn’t run social media campaigns just to gain more followers or more video views.
It doesn’t have words like “viral,” “overnight,” or “everyone must see this” in its vocabulary.
Slow marketing is based on:
- an audience that needs to see the message
- a communication channel
- a clearly articulated message
- a result you are intentionally pursuing
Of course, I could say much more about this strategy – but perhaps we will need to slow down a little bit.
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