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@Dennis - I totally feel the "angry" part, it happens to me regularly when I read pitches. They start with "I'm a long time reader of your blog (bull)" and immediately get into "here's our new product, thing, whatever..." I'm surprised that the very people who would get relationships on a personal level would not get them in a business setting. And to think that the word "social" is repeated everywhere!

@Siobhan - if they get creative enough, the marketing is thus much closer to the product for customers. I'm thinking that's a good thing. Thank you for the kind words.

@Laurie - There is another consideration for your friend - lack or temporary loss of emotional intelligence. There's a lot of that going on in social media, people do not understand/know how to make the transition and when it's appropriate to do so. That's why everyone keeps talking about listening.

Definite resonation. I just returned from a lunch meeting with an old friend. I had no intention for the meeting other than to connect and when I started to open myself up and shares wins (and losses) this person launched into a share of their program offerings that could improve me.

While I was interested in their work to a point, when it came to fixing me, I felt offput. I felt we got derailed from the original focus of simply connecting. This approach is pervasive online and face-to-face.

Somehow we have to get back to just being there, listening and supporting each other without our own agenda of offering our best solutions. When we do, it must be done gracefully and minimally, i.e. "Here's what I represent if you or someone you know has that need... and tell me more about you..."

Valeria I love this post. And I welcome this redefining of marketing. Before when times were better economically marketers could get away with selling fantasy but in the harsher reality of today, they need to sell reality through empathy. That may mean doing what some businesses entrenched in traditional models will view as crazy things like giving things away etc or offering a bartering system alternative. Great post, and as usual inspiring and encouraging :)

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