Marketing is all about helping people get what they want. This principle applies to various aspects of life, from getting a job to securing a raise or promotion. If your employer doesn't feel that you can help them achieve their goals with your skills, then you won't get the job, raise, or promotion. Your employer will only give you what you want when they are convinced you can deliver what they need.
The same logic applies to finding a mate. If you aren't providing your prospective partner with what they want in a relationship, the relationship is unlikely to progress to the next level. This brings us to the point of logic in marketing. Whether you are marketing yourself, your product, or your service, you can't expect immediate commitment from strangers who know nothing about you.
Imagine walking up to a stranger at a party and saying, "Excuse me. Will you marry me?" What kind of response do you imagine you would get? Would it be logical to expect the answer to be "Yes!"? That isn't how relationships and commitments progress. They develop one step at a time. If there is mutual attraction, each person needs to get to know, like, and trust the other to determine if it makes sense to move forward.
Applying this concept to marketing your product or service, imagine walking up to a stranger on the street and saying, "Excuse me. Would you buy my Widget?" Have you ever tried selling something to a complete stranger? If you have, you know it isn't easy—some would say it's nearly impossible.
First of all, what are the chances that the stranger even desires to own what you are selling? Probably pretty low. Even if they did, what are the chances they would buy it from you—a total stranger? Logically speaking—next to zero.
Approaching strangers on the street and asking them to buy your product or service is not a logical marketing approach. So, if walking up to strangers and asking them to buy isn't logical, imagine how illogical it would be to send strangers a flyer, put an ad in a newspaper, or send an email expecting them to buy. You might say, "But I see big companies marketing their products and services to strangers all the time." They describe their products and ask people to buy. Ah, but that's an illusion. Those big companies have invested millions, if not billions, of dollars on image advertising to get their target market to know, like, and trust them. It's called branding—and it is very, very expensive.
When a family gets a promotional flyer from The Disney Company, they don't feel like they are buying from a stranger. Disney has been a warm and positive part of their childhood and will probably be the same for their children too. Bill Smith's Chiropractic Center doesn't have that kind of relationship with his marketplace. To them, he is a stranger. And Bill Smith, as a small business owner, cannot afford to spend millions of dollars on awareness marketing like the big companies do to ensure his entire marketplace gets to know, like, and trust him. That just isn't logical.
Right now, hundreds, perhaps even thousands, of prospects in your marketplace are actively searching for the benefits your company provides. The problem is, "you don't know who they are, and they don't know who you are. Or they don't know, like, and trust you enough to buy from you." But imagine if you did know who they were. You could pinpoint your marketing efforts directly to those prospects who want what you are selling. Using a targeted approach with resources like a nurses mailing list or a registered voters mailing list can ensure that your marketing reaches the right audience.
Isn't that a much more logical marketing approach than promoting your products and services to thousands of people who have no interest in what you are offering? That's incredibly expensive, counterproductive, and illogical.
When you're ready, let's sit down and talk further about how to make people get the most out of what you have to offer them.