Seth Godin has a good post about how things have changed for marketers. He compares marketing to food production.
He says while the civilized world has thrived by being “farmers”, too many marketers are still “hunters”. They spend their resources chasing prospects while prospects keep getting better and better at ignoring and avoiding them.
I agree with Seth on this. It reminds me of an article I wrote last year about getting prospects to chase us instead of us chasing them.
What worked for marketers 30 years ago is failing miserably now. As consumers we are sick and tired of companies pounding us on the heads every waking moment to get our attention. We’re no longer just annoyed. We’re mad. And we’re taking action to reduce the onslaught of mass media, in your face, unsolicited marketing.
The world has changed. Buyers are smart, savvy and informed. So, businesses should be too. If not, they will not survive.
Here are a few easy ways to be a smart marketer so you can get people chasing you:
1. Remember why you’re in business. What is your real purpose? Stay on track with your mission.
2. Talk to your customers (like a real person, not a survey form). Ask them why they do business with you.
3. Find out where your business intersects with your customer’s lives. What do you do for them that makes their lives better? How do you help them accomplish their goals?
4. Be of service to your customers. Help them make a better buying decision. Focus on that rather than on selling them your product or service. If you help them make the right choice and it’s a good fit, the sale will happen. If it’s not a fit, then no sale. But, you’ve just made a friend who knows you care. And they will tell others about you.
5. Leave people feeling like they got more than they expected.
What does your company do to connect with your prospects and customers? How can you get them to chase you?