Which market segment needed my product/services the most...
and would be easiest to reach;
and the fastest to decide;
and the least expensive to serve;
and will spend the most;
and will stay loyal to my brand the longest;
and will refer the most number of people;
and will be a pleasure to work with?
You're walking down the street on a busy Monday morning.
Everybody is in such a hurry.
Talking on their phones while holding a cup of coffee.
Then someone suddenly grab your hand, a complete stranger, holding a document and giving you a pen. Then he uttered, “Will you sign this and marry me?”
Absurd story? But if you think of it, most marketers work this way. Trying to ask for a commitment (a sale) without making the effort and going through the necessary process of courting you.
As marketers what do we for a living?
It’s not just creating an environment conducive for a sale.
It's not just to move products.
I would like to argue that what we do is try to initiate a change.
A change that is hopefully for the better.
A change that will benefit the people at stake.
And it boils down to these things:
It is either we want to start a new habit (or belief), or we break an existing habit (or belief).
Or a combination of both.
Creating a habit of using your app that will encourage people to exercise.
Breaking a habit of alcoholism with a program for your nonprofit organization.
As you start making your marketing plan think of these things.
What are the habits I want create or break? And what are the steps I need to do to initiate it?
Often, personally hearing the customers’ complaints makes all the difference.
And personally, seeing what broke down can open new opportunities.
But we tend to create a process that shielded us from experiencing these things.
We let other people, our staff, handle these things to minimize our stress.
We create protocols and bureaucracies to avoid it.
And because of this, we are missing the chance to acquire insights.
We become insulated inside a bubble that we made.
Opportunities are lost.
If you want to succeed, never let it be the case.
If you learn that there’s a problem, go see it for yourself.
There’s no substitute for personally experiencing, handling and solving problems. Plus, it will inspire your subordinates, and you will create a culture of concern and a sense of responsibility among them.
Credentials are no guarantee for a good and stable job.
Especially so if you're just trying to get credentials for the sake of just getting them.
But the desire to continuously learn and develop the necessary skills, together with the effort of building a good character, will ensure you of a rewarding career.
And credentials are just after-effects of it.
If you don’t have these qualities, any credentials, any renowned brand on your diploma or resume won’t help you succeed.
Because it will just show on your work sooner or later.
If you have a great marketing team, so effective that they can sell more products that your production team can produce, you'll need to boost the production.
If you have a great production team, so efficient that they can produce more products than your marketing team can sell, you'll need to boost the production.
And around and around it goes.
The cycle of these two situations and how you'll manage them is how your business will grow. Be very astute about it.
In marketing, everything you do tells something about the brand you are trying to build.
The way you answer the phone, write an email, design the packaging, deliver your product is all part of the narrative you are creating. If you do these poorly, it affects your brand.
And if you suck at customer service, imagine what your brand will mean to your customers.
No amount of money spent on advertising can fix that.
Every time we make a business plan, it contains all the necessary reasons you believe why it would succeed.
But along with it, what is more useful is if we include the reasons and conditions which you believe will cause your business to fail.
An honest assessment.
What will cause the venture to fall flat?
And clear views of the situation will increase the odds for you to succeed.
“I'm sorry I wrote such a long letter. I did not have the time to write a short one.”
If you are prepared enough, your meeting or presentation would be shorter.
If you took the time to think and plan how you will drive your ideas clearer for the attendees to understand, you'll see that it will be succinct.
Your explanation would be direct and to the point.
You'll only use terms that will help you achieve your goal.
No unnecessary words, phrases or sentences.
No wasted time for them and for you.
That’s why when we are unprepared, we tend to take a longer time to make people comprehend.
So, on your next meeting, be very prepared and try to make it half as long as usual.
If we carefully observe what is happening inside our buyers when they are making the purchase, these things happen:
The buyers feel a strong desire to purchase which is created by emotional triggers.
Emotions that they connect with having the product.
As a marketer, we need to understand that our product might be the most intelligent thing to buy, but we must first touch their hearts before they even consider it.
But all emotions won't be enough to close a sale.
After you give the buyers the powerful emotions to create desire, you must then give them a logical explanation or a compelling justification for buying.
Trigger with the heart, close with the mind.
Emotion then logic.