Do you agree or disagree with the old saying “don’t judge a book by its cover"? In your personal life, you may respond in one way, but now ask if it is the same for you in business? Take it one step further; what about how you conduct yourself in business. When you sell your products or services, are you challenging your audience on a deeper level or is it only superficial?
Let me unpack this idea further for you. We live in a very visual age. It’s all about the quick images. The fact that you are reading this now puts you out of step with the next generation. Why read when you can watch a few seconds of video on Instagram. It is not just a bioproduct of technology today; it is the way they have always taught us at school. We are focused on looking.
The problem with looking is, all you usually see is the cover. Listening, on the other hand, offers you more of a chance to go deeper. Pick your favourite song – watch the video clip. Now listen to it again with your eyes closed. If you choose to hear the lyrics, chances are there is a more revealing layer available to you.
While we are so focused on the visual today, it is in our nature to listen.
To be successful, you need to broaden your way of thinking and stop just trying to sell. Marketing is happening all around us all the time, and there is much we can learn, if like the lyrics of a song, we take a moment to tune in. Here is something simple to consider…
From the video
Most people when they talk about marketing are thinking directly about the idea of marketing to an audience that is going to buy from you.
But marketing is not just about that audience, there are many forms of marketing. And Marketing is intrinsically linked to the idea of communication.
Now if you think about it you are communicating and marketing with people like your family and friends and colleagues all the time and there’s much to learn from that act of communication and the way you market ultimately to those people, because you are really trying to exert the idea of leadership of authority with them.
And it’s the same thing you want out of your audiences that are going to buy from you But the difference really is with family particularly you build a different kind of relationship, it’s a much deeper, more spiritual, more connected relationship.
The question is: Why aren’t you doing the same thing with your audience?
The tendency is to think about short-term gains with fancy headlines. The reality is longer-term deeper, more meaningful communication can be much more effective for your marketing in the longer term. I’ll be back next time with another marketing tip.
What can family and friends teach you about marketing?
How successful are you at selling an idea to your family? It could be something simple, like choosing a restaurant to go to for a special dinner. It could also be something tougher, like deciding on a holiday destination, a new house or car. When you have something in your mind, are you able to negotiate an outcome?
Take a holiday, for example; what do you do when all four family members want to go somewhere different. It is tempting to have each go off on your own, or demand everyone do what you tell them. However, the reality is you need to listen to them and work out a plan. All you are doing is marketing. You are communicating your idea, allowing them to express an interpretation and responding.
If you take this approach at home, try bringing it to the workplace. Instead of thrusting your products or services on your audience, engage them. Sell them on your idea, but listen as well to their feedback.
There is much to learn from what we do naturally away from work, which can improve your marketing strategy. Take the time to understand your audience and form a deeper connection. You know how to surprise your partner or children because you know what they like, what will make them happy. Your connection is emotional.
What is wrong with most marketing tools?
If you look online, you will find many marketing systems and tools to generate leads and process them through funnels. What is interesting about them all – they invariably focus almost entirely on observation and visual stimulus. Few encourage you to self-reflect, and virtually none of them require you to scratch the surface.
Of course, some provide analytics which is a form of listening based on a response to what you initially enter, which does not require you to have listened – only assumed and usually instinct rather than fact-based choices.
Yes, there is a mountain of Podcasts out there. While you have to listen to them, there is listening and really listening. Podcasts, while providing valuable information, are not a two-way communication tool.
The lesson – to be successful you must listen! Really listen!
We listen to you and provide you with a framework so you know where to pay attention. Book a free consultation today, and we will have a two-way conversation so we can hear one another and plan a way forward.