Marketing IDEAS, not products.
How did we get everything we have? Our clothes, trains, crayons, and barbecue grills. I can already hear the critics… “through hard work”. True. But where and why did that work begin? What did it start as?
An idea from a collection of external stimuli mixed with experience and knowledge that eventually manifested into tangible action.
Boiled down to it’s rawest form, this is what marketing should be. Sharing of ideas. We all try to market ideas to one others. Whether we’re trying to pitch our parents on why they should buy us this toy, or to that boy/girl in English class on why we’re the least awkward option to date. It’s marketing. So why can’t we apply it to business? Companies are human too.
We need marketing to share ideas of all nature, not just products or services. That’s the key. IDEAS. I’ll say it again. We need to market our IDEAS, NOT our products and services.
Sales reps often have a bad connotation because people don’t want to be “sold”. And people shouldn’t have to be sold. People should be helped. We should help each other. If we’re looking to make money on an idea, it’s our responsibility to develop an idea that actually provides value to the customer, not just to make enough profit to hold us over ’til our next “great idea”.
We spend an average of 47 hours a week working. If you take out 8 hours of sleep every night (if you’re fortunate enough to do so), then we’re left with 65 hours a week not spent working or sleeping (that’s roughly 38% remaining). Once you realize people are spending roughly 28% of their weeks making the money and have less than 38% of it to spend the money…you find that your product must be pretty damn valuable to outweigh a cost-benefit analysis. Would you spend your hard earned money on something you don’t think adds any value to your limited free time? Exactly. So why sell those things?
Focus your marketing on the fact that their 38% will be better, less stressful, easier, more fun, etc. rather than solely on the features of your latest product. By realizing your customers’ time is valuable, you’ll find it is better to sell on how they will benefit, rather than why your product is great. The idea behind your action is what needs to be great. That’s what needs to benefit consumers’ lives. They need to know it and want it … the product just has to materialize it.