Tell me if you’ve heard this story before.
I live it almost weekly.
Goes like this:
I’m at an event enjoying myself with new people who lead fun lives. We’re having a conversation and someone gets a whiff that I work in marketing.
Then, if a person feels so bold, he (always a guy) will say “marketing doesn’t affect me.”
And the game begins…
His first mistake?
Assuming he knows what marketing is, and instead of asking questions, dismisses the entire field.
In my head I’m rolling my eyes. On the outside, I do that infamous smirk I have when I know this person isn’t ready for what’s about to happen.
I take a deep breath, exhale, and counter with my tried and tested response:
“Name one marketing campaign or commercial you actually like.”
He does… and I laugh out loud. I let it all out because he’s made the knockout punch for me.
All of us in the conversation can’t help but laugh either.
Do you know who make his favorite commercial?
Who manages the marketing campaigns that “does’t affect him”?
Can you guess it?…
It’s the people who make the beer that he’s drinking at the event. The same beer he regularly drinks at home.
How do you like them apples?
Of course he tries to disprove it. He stumbles to suggest it’s a fluke. That it’s the one exception, and so on. and. so. on.
We all know the truth.
Maybe one day he’ll rise above his cognitive dissonance to accept it too?
Do you really think he’s drinking that beer by accident?
Nope!
A team of people like me took the time to get to know what people like him want in a refreshing beer experience.
They did their homework to get his attention.
They purposely positioned their beer as the best choice to suit his lifestyle.
No accident at all.
I always find stories like this amusing because so many miss out on how HUGE an influence marketing has on us.
What’s worse is so are you as a business owner.
You’re missing out on how simple changes in your marketing open doors to bigger opportunities.
Like the chance to be the beer in this story.
Don’t you want your product(s) and/or service(s) to be in the hands of a loyal customer.
To be a part of their life so they make repeat purchases.
To help them feel so good in a way that they think it’s just a fluke that they choose to work with you.
Guess what, you can do all that.
You don’t need a major national beer marketing budget to do it either.
I prescribe email marketing for any online business, as a way to lead people through your brand experience, teach them how much you know, and make sales with each message you send.
It’s the simplest way to tell your story, in your voice, and control the experience.
Thing is, even without email, you have so many opportunities online and offline, to step in front of the right people, attract their attention and make a sale.
If you’re like the guy at the bar, and think marketing doesn’t matter, then you don’t need to read anymore.
You can unsubscribe right now. No harm no foul.
I’ll even make it easy for you. Click here to unsubscribe.
Really, we’re cool. Maybe we’ll grab a beer sometime? 😉
Click here to unsubscribe.
Be well,
Max!
P.S. Have you been paying yourself first these last few days? I’m holding you accountable to what we talked about! It’s not too late to invest in you for the next 25 minutes.
P.P.S. Still interested in growing your business now, instead of later? Schedule time for me to help you in your specific situation.
Or if you we’re a good fit, I’ll do it all for you.