A marketeer is a creative person, a law unto himself/herself, a person with a few boundaries, who lives inside the head of his/her customer, who dreams and creates at any and all hours of the day and night and who can send normally disciplined people crazy. For a marketeer, the thrill of the chase is creating original thinking, original products or original ideas that work; ideas that nobody else thought about.
I am a marketeer.
Marketing is one of those words that will give way to different interpretations by different individuals, based on past experiences and beliefs. Unfortunately, not always such experiences and beliefs are or have been positive.
I have realized, during one of my recent speeches, that only a few people understand that there is a massive connection between marketing and psychology. Most associate marketing to the words: sales, advertising, distribution, pricing and promotion. There is, in some, a sense of uneasiness connected to the word marketing as if this is a way to force a sale and dupe the public. This conception of marketing is, in fact, very far from reality.
In a book, that I have recently read, there was an interesting “story”: - two identical shops, one on each side of a school entrance, were both selling sweets. A child wanted to purchase £1 worth of sweets. When he went to the first shop, the shopkeeper placed a handful of sweets onto the scale and “deducted” sweets to bring down the amount of sweets eligible for the sale of £1. When on his next occasion he went to the second shop the shopkeeper placed a small amount on the scale and “added” up as many sweets as necessary to bring the sale to £1. The sale was still for £1, but the second wise shopkeeper with a small skilful psychological manoeuvre was retaining more clients. By “adding value” to the scale, the child (the client) sees value for money for his £1.
Like the obvious example above, there are many other obvious way to attract and charm customers but these are seldom applied by shopkeepers, managers and individuals. How come? There could be a number of different reasons. Laziness being one of them and also narrow-vision (the obvious is often in front of us but we just cannot see it). There is also worry of the unknown, of doing those things we have never done before or afraid that they might bring poor results or fear of reverting a result achieved even when it was mediocre.
This is where psychology and lateral thinking come to the rescue.
Some marketers are not helping marketing either. One “guru” was offering SEO to a friend’s website for the sum of £3,800. A real rip-off as better and faster solutions can be achieved with a couple of hundred of pounds. That is, if one knows what to do and what to look for.
There are several television programs that send an expert into a business with the view to improve it. Sometimes, comments made from “an outsider” don’t make sense and why should one change something that has been working moderately well for many years? This makes the programs entertaining but how many can see their own shortcomings from such programs? Resisting outside opinion is easier than making changes.
Reality is that “something” has not been working well and many businesses are looking, in some cases, at the grass which is greener on the other side. Some just put their hands up and they blame bad management or the poor economy. Lack of confidence builds up and transforms in poor self-esteem (psychology, again) and every singular issue may come across as an insuperable mountain.
My approach to marketing is to strengthen and improve your business but it is also very importantly to improve one self-assurance (NLP becomes useful).
Marketing will look at the Reaction, Impact, Use, Tools, Ways, Development, Range, Personality, the Major Decision-makers, the Whole Business, Outlook, Identifying your customers, Specific Areas and so on, of your business. Many can, in different ways, provide advice based on the above marketing “strategies”. Not many will add Lateral Thinking and Body Language to their views and suggestions. I could also confidently add that only a hand-full will be able to add the very basics of Psychology to this formula. Psychology that will look at the clients and the competition while looking at one’s inner strengths.
“You cannot teach a man anything, you can just help him to find it within himself.” (Galileo Galilei, 16th – 17th century Italian physicist, mathematician, astronomer and philosopher)