To paraphrase the golden rule, market to others as you would
have them market to you. In what marketing textbook is it written
that marketing must be intrusive, obnoxious, insulting or
unethical? If you love receiving phone calls during the dinner
hour, then by all means, telemarket your service. But consider how
your customers or clients like to receive information. If you are
unsure, ask them.
As to ethics and manipulation, your ideal customer doesn't
like being lied to anymore than you do. A business that honors your
core values will more than likely honor your customer as well. The
impact of customer satisfaction is huge. A general rule of thumb is
that when someone likes a product, they tell an average of three
other people about it. However, when they are unhappy, they will
tell seven other people about their negative experience.
The last common-sense guideline is to do what you are
comfortable with. If you detest public speaking, don't do it.
You will be uncomfortable and probably not show your business in
its best light. An alternative might be to write articles or put up
a Web site that people could visit. Create the marketing mix of
product, promotion and pricing that works with your style and
supports your values. This might mean hiring people to do the parts
you feel are necessary but are not prepared to do yourself.
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Find a Need and Fill
It
The best definition I ever saw of marketing was on the side of a
cement truck on a California freeway. The big mixing drum was
rotating, and the slogan painted on the side was "Find a Need
and Fill It." Rarely do people purchase goods or services
unless they perceive a need. And it is an uphill battle to educate
someone who doesn't believe they need something. So target
marketing was invented. You have to find the people who have the
need for what you're offering.
Define your ideal customer or client. Then spend some time
thinking about how they make purchasing decisions. Who influences
them? Where do they get their information? What is the need your
business fills, and what are the benefits to the customers?
Once you have identified customer needs and benefits, checked
your business against your core values, assessed your personal
strengths and weaknesses in communicating with prospects, and
reconnected with the passion that brought you to this career in the
first place, you are well on your way to marketing from the inside
out.
Later articles in this series will examine how to do a market
analysis and build an effective marketing plan that works for
you.
Rebecca Cooper is a professional and personal coach who works
with visionary people seeking to create and live authentic lives.
She helps provide clarity, illuminate choices and reflect the
passion of her clients. To explore what's next in your life,
e-mail her at Rebecca@authentes.com or visit
her Web site at www.authentes.com.
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