This all rests on how you define success, however, and many brand managers and marketing officers may very well agree with the author, because he only considers a campaign a success if it has tangible, direct and immediate results of sales that can be monitored and tracked and not attributed in part to anything else. This kind of focus on metrics and click-throughs in the short-term is what I think is wrong with marketers in any medium, and is why I take offense with this book. This is the old way to look at marketing, no matter how you slice it.
The most successful campaigns we run on The Syndicate are the ones that are about building a relationship with our readers. It’s not about a quick hit boost, but instead, a long-term strategy for sharing how awesome they are.
The same is true in sales in my day job. You have to invest in helping potential clients without the intention of selling.
Success in sales and marketing is about building relationships. You don’t do that by asking. You do that by helping.