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Becoming a Marketing Maven

1. Marketing doesn't mean sales so don't worry if you're "not a salesperson." The idea of selling invokes great fear in many people, and I have to admit that I don't particularly enjoy it either. But, I love to market because marketing is about making connections between those with a need or want and the person, company, or organization that can meet that need. It's about helping people, making their lives happier, easier, or better in some way by connecting them to my product or service.

Many think of selling as the act of cold calling, overcoming objections, convincing someone to buy, and facing lots of rejection. None of that exists in marketing. Marketing is not about pushing people or playing games or getting doors slammed in our face. It's more about telling our story so they understand what we can do for them, and that then motivates them to act or buy.

In all of my marketing advising, teaching, and writing, I define marketing as: "A process whereby we make impressions and create perceptions so that the target audience decides that we are the best choice for the products and services we offer."

This definition applies to anything we're marketing and anybody we're marketing to. The other person, our target audience, has to perceive that we can serve them in some way--make them money, save them money, make them happy, make life easier or better, whatever. When they see that their need or want can be satisfied in a way that is pleasing to them (and they have the capacity to buy if money is involved), then they are likely to choose whatever you're offering.

We may say yes to a pushy salesperson to make them go away, but we're not likely to be a committed customer. However, when we make a decision to accept or purchase or agree to another's marketing of us, then we are more committed to the purchase, the idea, or the relationship. That's when you hit marketing success--when your target audience chooses you because they have reasoned that doing so is a good decision for them. You achieve this by communicating your message in a way that matters to them. (For more details on that, see What's In It For Me?)

2. Everything is marketing. Everything makes an impression and creates a perception. The way you dress, speak, walk, make eye contact (or not). The way you shake hands. The way your resume or company brochure looks and reads. Your business cards, reception areas, and company correspondence. Everything you say, do, present, or otherwise communicate sends a message that can help or hurt you. So, it's important to pay attention to every detail to make sure you're sending the right messages about who you are, what you value, and what you can do.

Remember, perception is everything, and until people have more information about you because they've spent time with you or conversed with you for a while, they will make their judgements about you based on first impressions and perceptions.

Maybe you're just quiet and shy, but if someone perceives you as being unfriendly, you are unfriendly to them and that's the story they will tell about you. (Remember, they have no other information about you to think otherwise.) If one person at your store is rude or unorganized, your entire company is perceived as being that way in the mind of your customer. If the papers you use to represent you are sloppy, low-grade and unprofessional, then you are perceived to be sloppy, low-grade and unprofessional, too, whether it's true or not. Be aware of the messages you're sending in all that you do and all of the materials you use to represent you. View every behavior and material as an opportunity to positively market yourself.

Start by writing down how you want others to perceive you. I call this the "Key Attributes List." On Sonnier Marketing's list, for example, we have things such as "creative, organized, fun, accurate, professional, knowledgeable." Use this list as your standard and your checkpoint for everything you do. Ask the questions, "Is this action consistent with how I want others to perceive me? Will it communicate that I am creative, organized, fun, accurate, professonal, and knowledgeable?" Does this letter that I'm sending communicate those things by the way that it looks and sounds? Do my paper and typeface choices communicate that message?

Until a prospect has more information about you through conversation and observing your abilities and behaviors over time, all they have to go on are the external details that represent you. Make sure they communicate the right message.

3. Repetition, repetition, repetition. Studies tell us that it takes a minimum of 7-9 times for a marketing message to even hit a prospects radar unless they have a specific and timely need for what you're offering. That makes persistence paramount in marketing. Your message must be there when they need it, and the only way to be there when they need it is to be there all the time. It may take several exposures or "touches" for your target audience to even notice your message. Then, they may not need or want what you're promoting or selling. But, later, something happens to change that and now they're looking and paying attention. Are you going to be there? Or will you give up too soon?

Giving up too soon is the greatest marketing mistake most people make. Just because you're ready to deliver doesn't mean they're ready to buy, or hire, or decide, or choose you. But if there really is a good match, meaning you can provide or serve a want or need of your target audience in a way that is pleasing to them, it's often just a matter of keeping in touch long enough.

Be consistent and relentless about getting your marketing message out there to your target audience. Put it out there at least 7-9 times in a reasonable time period. Don't give up too soon.

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