What’s marketing in one video
This article explores an example of what good marketing can be…Watch the video and read the article. Let me know how you can apply such approach to your world. Marketing can be about inspiring the world to change ot challenge itself, to do better. We are vulnerable, plentiful of default. Lead with authenticity and courage.
Why Great Marketing Sometimes Leaves the Product Out
Some major companies, like Nike, have demonstrated to the world that effective marketing doesn’t always have to include the product. This might seem counterintuitive at first—after all, isn't the goal of marketing to sell the product? But in reality, at certain stages of the sales process, marketing can have a much broader and more emotional objective: to build loyalty, spark desire, and inspire action.
Take Nike’s marketing strategy as an example. Their most memorable campaigns rarely focus solely on shoes, shirts, or athletic gear. Instead, they craft emotionally resonant stories about human potential, perseverance, and breaking barriers. The video embedded below is a brilliant illustration of this philosophy—it’s about inspiring people to go beyond their limits and believe in something bigger than themselves.
These videos remind us of one essential truth: people don’t buy what you sell; they buy why you sell it. Nike’s “why”—empowering individuals to push their boundaries and achieve greatness—resonates with millions around the world.
How Can You Apply This in Your Business?
Of course, not every business has a Nike-sized budget for video production. But the principle remains valid, and the tools to create compelling marketing content are more accessible than ever. With affordable video production tools, social media platforms, and smartphones, crafting authentic, values-driven content is within reach.
Here are a few ways to incorporate this philosophy into your marketing efforts:
Lead With Your Purpose: Why does your business exist beyond profit? What values drive your team every day? Share these stories, and you’ll inspire your audience to connect with you on a deeper level.
Show Your Authenticity: Today’s consumers value transparency and honesty. Don’t be afraid to show your human side, including your challenges and how you overcome them. Authenticity builds trust.
Inspire Your Audience: Create content that motivates and empowers your clients to achieve their goals. Whether through a story, a helpful tip, or a piece of advice, position yourself as a leader in your field.
Leverage Social Media for Social Selling: Platforms like Instagram, TikTok, and LinkedIn provide perfect opportunities to showcase your brand’s personality and values. Social media is where you can build a following of prospects and clients who resonate with your message and are inspired by your mission.
Marketing Is About Emotions
Marketing, at its core, is about creating an emotional connection. While the later stages of the sales funnel may involve rational arguments—features, pricing, and ROI—the initial spark comes from emotions. A well-crafted marketing campaign, like Nike’s inspirational videos, stirs emotions like hope, courage, and ambition. Once these emotions are engaged, the viewer becomes far more receptive to your message.
Final Thoughts
If you want to stand out in today’s crowded market, don’t just focus on selling your product. Focus on selling your story, your vision, and your values. Inspire your audience, and they will not only remember you but will want to work with you. In the era of social selling, the companies that lead with their purpose and authenticity are the ones that shine the brightest.
Now, watch the video below and see for yourself how powerful purpose-driven marketing can be.
Here is one more add for you to watch: Steve Jobs totally disrupted how ads were done in a time when all computer companies would speak about their specs and compete on that, he drove his ads on a human level and…
It worked…
