marketing is cyclical
Not too long ago, marketing was a one-way undertaking. You had a product and you went looking for someone to do your product to. You were the hunter. Your customer was the hunted.
The internet changed all that. Cable television and email and DVRs changed all that. Now people have more options to explore and more ways to explore their options.
Now marketing is less like hunting and more like dating. It’s about fostering mutually beneficial relationships.
how it works
Look into your inventory to determine how well you are doing in giving people what they want. Not just in terms of products and services, but in the experiences they have with your company. The stories they hear. The voice that greets them on the phone. The information on your web site.
Verifying that you can give people what they want, allows you to…
look before you leap
You know what you want to sell. You know what you sell is terrific. You know why people should buy what you’re selling. The thing is, people don’t buy because of what you know. They buy because of what they know. They buy because of what matters to them.
Marketing isn’t about what you want to sell. It’s about what people want to buy.
Marketing communication isn’t rocket science, but it is disciplined — and it’s fueled by equal parts inspiration and information. Marketing is about helping people say yes to you by giving them something they want to say yes to. If you make marketing decisions before you know how people decide, you are likely wasting time, energy, and money on tactics that aren’t helping your customers see that you are selling what they want.
If you make marketing decisions before you know how people decide, you are wasting time, energy, and money on tactics that aren’t helping your customers see that you are selling what they want. Before you jump headfirst into Facebook and Instagram or go hog-wild emblazoning your company’s name on refrigerator magnets, t-shirts, and billboards, take the time to figure out whether any of these tactics is the best means for moving people closer to saying yes.
Marketing doesn’t begin with selling. It begins with listening. It begins with getting to know the person you want to sell to.