Din când în când mai prind discuții filozofice despre importanța marketingului, a promovării unei afaceri, și sunt oameni care mă surprind cu afirmații gen Publicitatea fraierește consumatorii sau Eu nu am nevoie de marketing, am un produs care se vinde singur sau Marketing = bani aruncați aiurea. De obicei zâmbesc, pentru că oamenii aceștia nu vor ajunge prea departe dacă rămân cu aceleași idei. Încerc să le prezint argumente logice, dar nu toți înțeleg. Marketingul nu e despre a prosti clienții, ci despre a ajunge la publicul țintă pentru ceea ce vinzi, prin cele mai eficiente metode. Degeaba ai un produs bun, dacă nimeni nu știe de el.
E adevărat, sunt și reclame înșelătoare, sunt și companii ce cred că marketing = spam, reclamă agresivă, vânzări prin orice metodă, dar cine vrea să construiască un brand pe termen lung nu va face asta, nu își va minte sau înșela clienții, deoarece scopul final când construiești un brand nu este să vinzi o dată și să dispari de pe piață, ci să convingi clienții că ceea ce tu le oferi este o afacere bună atât pentru tine cât și pentru ei, iar ei să te recomande și altora, și să cumpere din nou de la tine.
Marketing is nothing more than applied psychology.
It’s about connecting with people, persuading them, and helping them.
Many people think marketing is a nasty or immoral thing.
Many “artists” don’t learn marketing because they don’t want to “sell out.” They want their work to be pure.
Academics are not better. Their work is not accessible to the common man.
Marketing is nothing more than making your work easier and better to find and use.
People aren’t magically going to appear and buy your stuff.
People aren’t going to magically appear and read your stuff.
Marketing is the “HOW” to whatever it is you do.
The reason most people aren’t successful is because they either fear or avoid marketing. For the same reason, most people are bad teachers. They’re more focused on content than the delivery and design of that content.
But the delivery — the HOW — is just as important IF NOT MORE IMPORTANT than WHAT you’re doing or WHY you’re doing it.
You could have the cure for cancer. But if you don’t market it well, you’ll never get your cure out there.
You could have the world’s most important message, or greatest story, but no one will see it if you don’t promote and package it intelligently.
All successful people and brands have a clear WHY. As Simon Sinek explains in his book, Start With Why, people don’t buy what you sell, they buy why you sell it.
Apple is a great example. In all of their marketing, they don’t explain the technicalities of their products, they define and share their core values. They believe technology should be both easy to use and cool.
If you want to be compelling and interesting, you must truly believe in something. You must have a clear stand. That stand becomes your brand. It becomes your trademark. It becomes how you distinguish yourself from others.
When you have a clear stand and brand, you stand out. You are no longer neutral. You believe in something, and are fighting to make a specific change.
As a result, people will either love you or hate you. That’s what you want. Lukewarm means you have nothing to say. Lukewarm means you’re trying to appeal to everyone.
The riches are in the niches. Your niche is your audience. They are a small group of people who agree with the stand you’re trying to make. They are your evangelists.
If you try to appeal to everyone, your message, marketing, and products will be terrible. You won’t be clear on your why, and neither will anyone else. Thus, you’ll be average like everyone else and your work won’t stand out.
Only people with firm stands get really really good at marketing. They care enough about their message to get it out there. They realize that the HOW is just as important as the WHAT and WHY.