Marketing is about having a conversation with someone who has a problem they don’t want or wants something they don’t have. Simple really. But what is the actual purpose of marketing?
Well, first off let me start by saying that unchanging principles of human nature dictate that people always want to make the best buying decision possible, so marketing’s job is not to yell incessantly about how great you are or how low your prices are.
Marketing’s job is to position your prospective buyer’s, so they have total control over the decision-making process… based on them having enough quantity and quality of information to determine that they’re receiving the most value for the price they pay. In other words, the actual purpose of marketing is to help facilitate your prospects’ decision-making process.
Prospects need to buy what you sell, sometimes they need to be educated to the fact that they need to buy what you sell in the first place, other times they already know that they want it but they need help deciding who they should buy it from, often they think they might want what you sell, but they have questions and concerns that need to be overcome
This is why the content of your marketing, the what you say and how you say it part, is so critical because the marketing message is almost always more important than the marketing medium where you say it. Both are important, but the real leverage is in the messaging.
The key to effective marketing is to compel the greatest number of potential buyers to want to know more about you, to do that, you need to master the messaging… NOT the medium where you say the message.
Written by Darrell Weekes, National Marketing Consultant, Small Business Association of Australia and CEO of Purple Thread Marketing