Why "Only connect" is my favorite marketing strategy.

Thanks to Chris for sending me this photo, via Twitter.

The gapingvoid Valentine print he ordered, just as he was opening the box. A delighted customer, so it seems. Hurrah!

I love getting stuff like this from people, and not just because “Social Proof is the new marketing” yada, yada, yada.

As artists and/or marketers and/or business people, it’s not enough to just think about the money and the ROI. We need to know that we “connected”, somehow. Deeply so, sometimes.

Or else we just become very dull, making very dull stuff for very dull people, living very dull lives.

Which except for the occasional faceless corporation, is not much of a sustainable business model.

E.M. Forster’s very famous advice to aspiring authors had a mere two words: “Only connect.”

Exactly. In both art and business.

Only connect.

Think about it.


  1. Only connect. Well people became lazy these days. Lazy that they even don’t try to connect. They want it served. So when we find connection-able ones we will have to keep them and look after them. And I am the guy who actually wants to comment on your blog post, not just do a no-brain reTweet. 😉

  2. Yess ! Emotionally connection is everything, but very hard to achieve with your art, especially when you’re not that known. Reputation and fame (in your niche) does influence the way people connect with you.

  3. Words to live by, but easier said than done for most folks. How do you connect with your prospect when you offer a mundane product or service, like air filters? Or rubber washers? Or corrugated cardboard shipping tubes? These are not emotional purchases. Hard to get creative when it’s a commodity. Lifestyle products and services are much easier to connect with. Creative services, too.

    For some businesses, it’s still all about the quality of the product, the price, and the service associated with working with that provider.

    • Hmmmm…. Zappos sells TONS of commodities, every day. But their company is anything but.

      Like the old Louis Jordan song said, “T’ain’t what you do, it’s the way that you do it.”