“I hate marketing! It feels so sleazy!”
That’s how a lot of business owners feel. Which is sad because that mindset literally STOPS them from becoming as successful as they could be.
And it’s all because of a huge misunderstanding… that marketing is bad, wrong, or unethical. That it’s about greed and tricking people. Which is all a bunch of B.S.!
I believe marketing benefits everyone involved because it helps everyone get what they want.
And it’s not just something business people invented to make more money. It’s a totally natural process that we use every day, and not just in business.
Marketing shows up in our personal lives too. That’s because the essence of marketing is building great relationships.
Don’t believe me? Let’s look at dating as an example. Here are 5 ways we naturally market ourselves in romance and business.
1. Clarity: Set Yourself Up For Success
First, there are some basic things you need to be successful in both dating and business. You need to get crystal clear on what your goals are, create something to offer, and decide who’s the best fit for it.
Getting clear on these basics will save you a lot of time and energy. And it will set you up for the best possible results. Your needs can change over time, but each time they do, you must redefine your goals in order to succeed.
Your goal might be to go on a bunch of fun dates, get into a committed relationship, or even get married. Your offer is yourself – your appearance, personality, values, and energy. And your best fit might be your “type,” your dream date, or your soul mate.
Your marketing goals could include social shares, opt-ins, and of course, sales. Your offer is a great product or service that helps people. And your best fit is your target audience – the specific people who want what you have and are happy to pay you for it.
2. Attraction: Get The Right People’s Attention
Attraction is where the marketing process starts. Whether you’re trying to get a date, a mate, or a customer, you have to figure out what they want. Then you have to make yourself available, put yourself where the right people can find you, and catch their attention and interest.
Once you know who you’re looking for, you can figure out what they like and where they hang out, both offline and online. Then you can spend time in those places, and see if you like the same things. You can catch their interest by getting involved in an activity they enjoy, or just by saying hello.
Advertising might be the most obvious way to get noticed, but there are lots of other options. If you have a physical location, set up shop in a place where your ideal customers spend time. Online, you can use SEO (search engine optimization) to show up in the right search results. And to reach more people, you could write articles on popular sites or host podcast interviews.
3. Connection: Establish Something Concrete
So you’ve caught the attention of an ideal person – great! Now what? Unless you take the next step to create a connection, nothing will happen. You’ll just be a pretty face they soon forget about.
You’ve got to initiate a conversation. And you’ve got to get them to do something with you. Even something small and simple has the potential to develop into something more.
Once you’ve made a connection, the next step could be getting their phone number or connecting on social media. Then your goal might be to get them to pick up the phone when you call or respond to a message you send.
You could connect with them through a social media post, an ad they click on, or a landing page. Then your goal might be to get them to take action by leaving a comment, liking your page, or joining your email list.
4. Closing: Take Things To The Next Level
At this stage, you’re ready to take the relationship deeper. Now’s the time to close the deal by forging some kind of agreement. In both dating and business, this negotiation may happen many times, in many different ways as new levels of trust are met.
Closing in romance is anything from agreeing to a date, to sharing a first kiss, to getting into a committed relationship. Marriage might be considered the ultimate close, but even married couples have more deals to make. And as we’ll see in the next section, the most successful people never stop nurturing their relationships.
Closing in business usually means some kind of sale, but this goes beyond making the first sale to a new customer. Any time someone hands you their money, it means you’ve done a great job earning their trust and growing the relationship.
5. Nurturing: Achieving Long-Term Success
Closing can be the end of the story IF you’re only interested in short-term relationships. But in both business and romance, it pays to nurture long-term connections. You end up with greater loyalty and trust from people, which means greater security and success for you. The way to win at this level is by consistently providing “wow” experiences.
You could plan creative dates, or send affectionate notes or small gifts. You could also offer praise, encouragement, and great listening. The better you know your romantic partner, the easier it will be to come up with ways to make them continually happy.
You could offer clients surprise loyalty bonuses or reach out to personally check in with them. Clients also appreciate it if you address problems or concerns quickly and enthusiastically… and follow up later to make sure they’re happy with the solution. The better you know your target audience and customers, the easier it will be to come up with ways to repeatedly “wow” them.
As you can see, developing and nurturing relationships is the key to success in both your professional and personal life. And that’s what marketing is all about.
Now you understand why marketing is the MOST important skill to master if you want to achieve your full potential in business.
Marketing brings you customers, and customers bring you money. But it has to be done right – poor marketing can be way worse than no marketing!
How to Market The Right Way
So what does it mean to market the right way? Well, it’s not about having the latest tactics, the best technology, or the most expensive ad agency. Those things can help, but they’re useless without the right PRINCIPLES.
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