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Conventional marketing is “conventional” for a reason — that this has been the way things get done. However, it doesn’t mean that it is the right of doing business.
Take conventional marketing practices, for instance. What do you think your first reaction as a customer would be if a sales person shows up at your door and tries to push products or dump products on to you? Agreed that sales people have a role to play as messengers who bring you awareness about new products and services and they might even try to convince you as to how their products or services can actually help you or benfit you.
But it is still pushing. It isn’t in line with the secret of classic consumer behavior — that people buy from those whom they know and trust and that they would buy only when they are ready to buy.
Conventional marketing practices disregarding these two fundamental laws of consumer behavior and instead bully customers or push products on to suspects who don’t see it coming.
It isn’t professional and it can be a huge drain on your business resources. There are smarter ways of doing business.
1. Copy and salesmanship on print: Each message you send out, every email you send out must be constructed in a way that the message is driven home. When you focus on the how the products or services benefit the customer, that point must be emphasized on when communicating to your customer.
2. Power of focus: It is apparent that your products or services might be able to help your customer in more than one ways. Still, you should pick the most important benefit for the customer and stress on that. One idea per communicating element — like an advertisement, flyer, email message or mobile messaging campaign.
3. Leverage trust through information: Yet another unobtrusive way to market is to provide information that is unbiased, rich in knowledge, conversational and highly beneficial to your potential customers. Find a vehicle to send this information across like emails or blog, reports and whitepapers and leverage trust.
This way, you don’t have to buzz against the glass wall and meet dead ends. Keep the transactions open and let it be known that your products and services exist.
Non-traditional methods of marketing, such as those mentioned above, are far more effective than the conventional ways of doing marketing. Try it to believe it.
What is your approach to marketing?
