What Is Marketing
What is marketing? To a lot of people, marketing and sales are one and the same thing. It’s true that they’re pretty closely related to one another but if you think marketing is all about getting in people’s faces and shoving your product or service down their throat, you’ve got the wrong idea.
What Is marketing all about matching up two groups of people: people who have problems and people who have solutions. In the context of a business, these are buyers and sellers. Which one do you think has problems and which has answers?
On the surface, it might be easy to think that the person selling the product or service has the solution and the person they’re selling it to has a problem, but it’s just as correct the other way around:
1. the seller has a problem: if he/she can’t sell enough of whatever he/she is selling, he/she will go out of business.
2. the buyer has a solution: money. If the seller can solve his problem, the buyer can also solve the seller’s problems.
You still with me?
What Is Marketing brings these people together. A marketer is basically like a problem-solving middle-man (or woman). He (or she) can identify where two people can help each other out and bring them together.
Now, obviously it’s a lot easier said than done, but that’s the general gist of it. Nothing more, nothing less. The fact that a lot of people have grown to dislike marketing and to align it with high-pressure, pushy sales people is because not all marketers are created equal.
The marketers that get in your face (or in your ear, if you’re a telemarketer) let the problem that they’re trying to solve get the better of them, blinding them to the fact that their product or service isn’t a suitable solution for the buyer.
If the person wanted to lose weight but didn’t want to go on a diet and you approach them trying to sell them a diet book, how likely are they going to be to buy it from you, even if it is the “right” solution? Pretty unlikely, right?
What about if you’re selling something that will get rid of that person’s painful problem forever, but it’s beyond their budget? Again, another solution, just one that isn’t right for them at that point in time.
It’s easy to call yourself a marketer, but to be a master marketer, someone who:
- doesn’t get in people’s faces,
- can help you find only people that your solution is a perfect match for, and
- has the proof and confidence to back it up
is rare. It’s sort of ironic that there are so many people who claim to be marketers, yet they can’t find a customer (person with a problem) to save their lives. How the heck do you be a marketer if you can’t put your own advice into practice and find someone whose problem you can solve?
That’s why a lot of so-called marketers don’t make the cut. They’re either wannabes or don’t have what it takes to make it in the long run. Theoretically, being a marketer is a self-fulfilling occupation; your job is the help other people find customers, meaning that you should be able to find these people to help out in the first place.
In reality, this isn’t so.
You’ve spent your marketing dollars that your boss has given you with frustratingly disappointing results. He’s now threatening to fire you if you can’t produce some qualified, ready-to-act leads within the following 30 days. You need results and you need them fast and cheap.