Marketing The Invisible
“Our job is to connect to people, to interact with them in a way that leaves them better
than we found them, more able to get where they’d like to go.” ~ Seth Godin
The Invisible Opportunity Before You…
Years ago I read a wonderful book on sales and marketing: Selling the Invisible — A Field Guide to Modern Marketing by Harry Beckwith.
I highly recommend you read it too! From the Amazon pitch copy…
“A treasury of hundreds of quick, practical, and easy-to-read strategies – few are more than a page long – Selling the Invisible will open your eyes to new ideas in this crucial branch of marketing including why focus groups, value-price positioning, discount pricing, and being the best usually fail; the critical emotion that most influences your prospects — and how to deal with it; the vital role of vividness, focus, “anchors, ” and stereotypes; the importance of Halo, Cocktail Party, and Lake Wobegon Effects; marketing lessons from black holes, grocery lists, the Hearsay Rule, and the fame of Pikes Peak; dozens of proven yet consistently over-looked ideas for research, presentations, publicity, advertising, and client retention…and much more.”
If you have been following me for years, or just in these next 3 minutes, you know I always make the statement that marketing and sales are two totally different aspects of business success. Interwoven? Sure. But totally different functions.
- Marketing is about finding a customer’s most basic needs for which your product or service will enthrall them…
- Sales is simply parting those willing customers with their money in exchange for what you offer.
Take a quick walk around the My Biz IQ Clock…
If you don’t have theses answers — what I used to charge $10 grand a day as a consultant to uncover — you’re already on life support and don’t know it.
Your business is on a MISSION. What is it? (10 words or less) ______________________________
You have INVENTED a fabulous new What is it? (5 words or less) ______________________________
You have build a fabulously TALENTED TEAM to market and sell this incredible innovation. Who are your top 3 people? ____________________________________
You have invested tons of time and money on the above. Do you have a real marketing strategy for reaching your ideal customers? If so, what is your positioning… what all reat marketers call your ISP: Irrestible Selling Proposition. (1 sentence) _____________________________________________________
You have come 4 clicks around the clock, now, how are you going to reach across the marketing chasim and get lots of people to pay you for what you have to offer? (Most people have no idea how to answer this question which is why 50% of all businesss never make it past their 4th birthday!
In fact, it is actually worse than you think!
Most people are not even aware they are playing the Golden Game of Business and are on a short-clock.
This is a tough game and you need to give it everything you’ve got and more.
Only 2 things are important… the best advice I can give you…
Plan to WIN…
Play to WIN!
Start with your MISSION >>> INVENT a killer product or service >>> build a TALENTED TEAM >>> discover your ISP >> reach across the divide and extract $$$ from all those wonderful people who need what you SELL!
Do this and you will turn your business into a veritable gold mine.
If you need help, join our next MasterMind Session.
E. R. Haas, CEO The TQ Smart Family of Companies
Business Success
Now On Sale!
Category: Business Growth
