Especially in hard financial times it is important to remind ourselves that marketing is NOT about selling stuff, it’s about giving the participant a reason to buy stuff:
Two things:
- 1
condition, What is sildenafil? another treatment intervention may be considered.
. It’s not about selling, it’s about buying.
2
. There has to be a reason to buy something, an incentive
. The incentive is the brief.
So start using your most important tool: Ask why? According to Charles Tilly, in his book “why?” Toyota has it in it’s strategies to ask why? Five times to get to the core of things
.
It absolutely is about getting people to buy rather than selling, but this “ask why” – while valid – does not always get to the heart of things unless the people doing it know how to go beyond the superficial and in my experience, even the people at DIAGEO [who have ‘WHY’ as one of their official brand building tools, hahahahaha] can’t do it properly in the majority of cases.
EG:
HOW CAN WE GET PEOPLE TO BUY OUR WHISKY
Make it cheap
WHY 1
Because it’s expensive
WHY 2
Because we have a minimum profit %
WHY 3
Because our shareholders want a dividend on their investment
WHY 4
Because that’s why people invest
WHY 5
Because banks don’t pay much interest
Thus the insight is “Whisky sales are impacted due to the financial industries low interest levels”
Of course that’s bollocks, but if a person who isn’t trained to understand real insight and cultural dynamics thinks all they have to do is ‘ask why’ 5 times, this is the sort of “insight” you can end up with.
No wonder marketing is so bad these days … ha
Hi Rob, excellent stuff, point taken, agreement in full, moderation is needed, don’t let the hoards loose! :o)