Recently, while I was listening to a podcast of an internet marketer I greatly admire, he revealed what I think may be the best definition of marketing I’ve ever heard: “Marketing is about convincing people to want what they truly need.”
Convincing people to want what they truly need.
Implicit in that statement is that people may not – and I would say they often don’t – know what they truly need.
Certainly, people have a general idea about what they need, but does anyone have the time to conduct deep dive research on every possible product or service available to find what would perfectly match with their needs?
Of course not.
So people depend on marketers to help them connect the dots.
Good marketing and sales people should have such a deep understanding of both the products and services they offer (features) and the reasons why those products and services measurably improve the lives of their target customers (benefits), that those marketers can establish a reputation (brand!) as trusted advisors to their current and prospective customers.
Connecting the Dots the Right Way
The internet marketing podcaster explained, “Marketing is about connecting the dots for people. They don’t know they need it. But because you have their best interests at heart, you help them see that they need it.”
Man, all marketers should read that last sentence out loud 100 times when they wake up in the morning, and 100 times before they go to bed at night!
Why?
Because marketing and sales people operate under pressure to generate measurable results for their companies, and sometimes that pressure can lead to a marketer turning away from prioritizing her customer’s best interests, to instead prioritizing her own best interests ahead of her customer’s best interests.
You likely remember past interactions with such marketing and sales people.
We’ve all had those experiences.
A Painful Truth
What I’m about to say, I’ve written about before, and it angers some pro-life folks who read my articles.
So before I say it, let me emphatically state this once again: I am not judging the hearts of those who work in pro-life pregnancy help centers.
Far from it.
Those folks are some of the most loving and compassionate people I know.
So with that out of the way…
Here’s a painful truth about the Pro-Life Business Industry: In the way they interact with abortion-seeking women on first contact, many, if not most, pro-life pregnancy help centers, from a marketing and sales perspective, do not demonstrate that they have those abortion-seeking womens’ best interests at heart.
I expect you had an emotional reaction to that statement.
I understand.
But please know that I am making that admittedly bold assertion based on over 5 years of working directly with many pro-life pregnancy help centers around the country, helping them with their marketing programs.
Tomorrow, I will share with you an example that will make evident why I strongly believe my bold assertion is accurate.
Until then…
Regards,
Brett