A commonly held faux belief is that one just goes out there and convinces people to do as they say. This is why we still see sexy images of beautiful young women, scantily clad, trying to seduce us into buying a product or service.
Another false belief is that one just goes out there and convinces people to buy your product or service. This a marketer that assumes people are naturally inclined toward conscious and rationale decision making. The Neuroscience clearly shows that this is clearly NOT the case. You would only be right 5-10% of the time. If you like those odds, and are happy with that return, play them. You will be dominated in nearly any market ecology.
These approaches may have worked well before the digital age. In the culture we are living and loving in today, we are dealing with a new beast of beauty in an time of a huge shift in the cultural ecology.
We’ve found that the optimal approach is to
1) identify an audience that already wants to buy your services and products and,
2) address them properly.
Three methods to use to enter a product into a market:
- Make and Sell.
- Ask and Sell.
- Anticipate and Provide.
Make and Sell was what business owners used to do and successful companies are pretty much way past this today. It doesn’t work and will never make someone $1,000,000. It’s fantasy-based and the stuff dreams are built on. It is NO longer an option for the reality-based business owners of the 21st Century.
Ask and Sell is when marketers put together Focus Groups and ask potential customers what they want. When customers are asked what they want, they tell you and then the manufacturer develops the said product or service. Remember: no one comes with their open wallets and buys anything yet, this is what many failing companies do today. Don’t worry: they’ll be gone tomorrow. This also doesn’t work and will never make you over $1,000,000.
Anticipate what they want and lead them to the promised land. Markets and people today and locating them is what the research will tell you what exists. The AUDIENCE was here first and the IDEA of markets came later. This Anticipate and Provide model is about locating an audience and making their lives easier or better with your product or service.
“Everybody” is not an audience. In marketing “Everybody is Nobody“.
Another commonly held misconception in marketing is the Old English (O.E.) form of advertising and marketing. This worked really well in the rockin’ 1800s—the days when England still ruled as a world empire.
These O.E. marketers will tell you:
“You must give them a good reason to buy.”
It’s not true and the worst of these “market experts” will tell you to offer them a discount or sale price. This marketing belief will work but only for a small segment of the population (11-18%) at best. Discounts and sales are the last refuge of business owners that falsely believe that sales or discounts motivates human decision making. It doesn’t.
Neurochemical Tip #63:
People don’t buy what you do.
They buy why you do it.
Let’s test it. See the chart below… Which one are you?
I have quite a few friends and family that fall in the Laggards portion of the above chart. They’re the ones carrying the turkey leg. 😀
Neurochemical Tip #63:People don’t buy what you do.They buy why you do it.
NeurochemicalPeople don’t buy what you do.They buy why you do it.
Will people buy what you do or will they will why you do it?
Today is always a good idea.
Tomorrow is only a day away. 😀
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