We Are All In The Same Business – The “Marketing” Business

TweetIt doesn’t matter if you sell televisions, employee recruitment services, hand made art or ice-cold lemonade — we are all in the same business – MARKETING.

We have great ideas and great products but the fact of the matter is that we must convince others to part with their hard earned dollars to buy these products or services or we will ultimately fail.

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Good Marketing Will Sell Ice Cubes to Eskimos

I hear it all the time –

“I have a competitor that has only been doing this for 2 years that is killing my business — I have forgotten more than he’ll ever know about this industry!”

“The woman that opened up shop down the street from me has only been in business for one year and is getting all my business!”

It never fails – when I investigate these competitors I find that one of two things is going on:

1.  The competitor knows how to market.
2.  The competitor has hired someone that knows how to market.

The competitor is good at convincing others that their product or service can solve a problem or meet a need.  The more people they convince, the more sales they make.

You have a great product or service that you know will meet a need — now convince me to buy it.

Use Great Content To Convince Me

Do you want to know how you can convince me to buy your services?  Easy — convince me that you are trustworthy.  Educate me about your products and services by providing valuable information when I need it.

If you sell televisions, explain to me what High Definition means and which HD television sets are best for my price range.   And give it to me when I am LOOKING for this information.

If you sell employee recruitment services, give me a how-to video on interviewing prospective employees.  And give it to me when I am LOOKING for this information.

If you sell hand made art, give me a list of 10 great hand made art gifts for a man and 10 for a woman.  And give it to me when I am LOOKING for this information.

If you sell lemonade, give me a video that shows me how to make 5 different cocktails from lemonade.  Non-alcoholic cocktails of course and give it to me when I am LOOKING for this information.

Use The Internet To Deliver The Information When People Need It

If you want to sum up the marketing advantage you will get from using the Internet it can only be one word – TIMING.

Television, radio and print advertisements can tell you the demographics of the average person that watches a particular show, listens to a particular radio program or reads a certain publication  —–

But they can’t tell you which of those people are interested in buying right now!

The Internet can.

Your prospects use the Internet to find information about products and services — Become the provider of that information.

If you are the provider of that information, your prospects will turn to paying customers in many cases without asking questions.

The sooner you realize that you are in the marketing business and not the lemonade business — the sooner you will find yourself making might profits through your tiny business.