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March 4, 2010 / jasonpinto


People love to hear secrets.

“Did you hear that so-and-so is having a baby? Don’t tell anyone though.”

Sometimes we hear a secret, and then someone else asks us if we also heard the news… We may turn very shy at that moment.  We don’t want to admit that we know… We don’t want to share the secret!

We do this, even though it’s fairly obvious that the other person already knows.

Why do we hesitate to confirm that we know? Is it because we are truly trying to be honorable and hold the secret close to our chest?

In some cases, that may be true. Other times though, we feel the secret has provided us access into a special club. We are grateful to be in it, and we don’t want to jeopardize our “membership”.

Marketing and Secrets

Social Media has changed the way businesses communicate. We are now more open than ever before. We are sharing the recipe to the secret sauce — we are letting the world listen to podcasts or watch videos from people in all the various departments of our organization.

While this may help increase the awareness of our company, we never want to forget this fact: People still like to be part of special clubs. They enjoy being privy to information that is only available to a select few. They want to be told secrets.

So, while our marketing plans may include sending more information to more people through more channels than ever before, make sure that you still put the time and effort into treating people as special.

It might be discounts and offers to long-time customers… Or a newsletter that only is sent to an inner-circle. Or maybe it’s a website that can be accessed via invitation-only. Those types of activities can create passionate evangelists for your product, service, and brand.

Yes, you want the whole world to know about your company. Treating a few small groups as special may help you get there.

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