HUMAN NATURE: THE HEART OF MARKETING
I own a marketing consultancy, and I have been trying to convert one construction-related prospect to a client since January. I broke all my rules and created a marketing plan (I charge $3000 for a marketing plan) for free, just to discuss my new ideas with the owner. He has remained in touch, yet not met with me – and has refused three times to even view the marketing plan.
Here is what he wrote yesterday: “I don’t want to waste your time – or mine – on something we have absolutely no interest in doing now,” he said. “The increase in business we were expecting has not happened. We are still in survival mode and continue to cut back, and we are not interested in spending more. Call me back in a couple of months.”
Here is what I wrote him back:
“I hear you loud and clear. I will not be calling.
“I am looking at your situation from the outside in, and I know that if I were on the inside looking out, I might feel the same way. Please allow me to present my point of view — it is sometimes meaningful to see different viewpoints. Please also know that this is “tough love” — I have the utmost respect for you and your firm.
1. The latest government construction increases are numbers, not anticipations. If you have not seen the start of a slight increase yet, then you have lost market share.
2. You will continue to lose market share unless you do something about it. You cannot move forward by continuing to cut back.
3. Your old market has changed. This is not just economics, but demographics. Demographic change is why Senator Obama is the President. You cannot reach and sell this changed market in the same way you reached and sold the old market…”
In the end, all people are run by emotions (myself included). The recession has struck fear into our hearts – as a result, we are often ignoring common sense in favor of cutbacks. I have seen several solid businesses self-destruct this way in the past year or two. These companies have fired second and third generation employees and ruined their capabilities, not to mention their reputations in their industries.
Remember the “Rule of 250”: A customer who is thrilled with your product or company might recommend you to up to five friends or relatives. But disappoint him or her, and the customer will tell up to 250 people how much he or she hates you. Think before you fire people!
That’s simple human nature, and it is at the heart of marketing. Human nature makes people decide to become loyal to a brand when things are going well for them. Human nature makes them consider new products and companies when jobs and incomes are in turmoil. Our nation’s catastrophic recession seems to be ending but the economy has not yet begun to recover. This is the perfect time to jump back into marketing and grab market share!
Emotions are as real to your company as accounting numbers. Debits to the left, credits to the right, and emotional messages all over! Fortunes are being made and lost – right now.
Ed Sucherman
The Marketing Machine
http://www.edsucherman.com/edsblog/
Hello. remarkable job. I did not imagine this. This is a impressive story. Thanks!
Keep working ,splendid job! http://unlock3iphone5.hpage.com/unlock_iphone_3g_4214_38918568.html
I am extremely impressed with your writing skills as well as with the layout on your weblog. Is this a paid theme or did you modify it yourself? Either way keep up the nice quality writing, it’s rare to see a great blog like this one these days..
I really love the way you write this article, it’s seems that you’re very knowledgeable on the subject matter.
There is obviously a bundle to know about this. I feel you made various good points in features also.
This is very interesting, You are a very skilled blogger. I have joined your feed and look forward to seeking more of your fantastic post. Also, I have shared your site in my social networks!