The Daily Journal
By the Ocean
Sunny 75 Degrees
7:22 a.m.
Marketing isn’t about saying things to get people to do stuff, it’s about telling a version of the truth about who you are and what you have that connects with another human’s natural desire to achieve something, change something, do something, be someone.
If you think you’re trying to manipulate people, you’re going to have a hard road.
Because no one wants to be manipulated. Or tricked. Or coerced. Or made to feel stupid.
HUMANS WANT TO BE UNDERSTOOD.
That’s the work. If you do THAT part right, everything else flows pretty naturally.
If you don’t do that work, or you do it poorly, if you do it ONCE and then never again, then you’re going to be forced to engage in the type of “marketing” that really should be called “manipulation by the needy.”
The goal is to understand your buyer at a level far deeper than he probably understands himself. This is how you truly help someone. By knowing what it’s like to be in their shoes and then overlaying that on the unique perspective YOU bring to the issue.
This is why the media platform approach to business building works. Because it puts you in regular contact with the only people who have the answers you are seeking. You don’t have to guess. You have to serve. And over time, that service leads to a level of insight and understanding that you can’t just buy with money.
The media platform gives you an endless number of attempts to get clear about who you’re helping, what they want, what they REALLY want.
Take a look around at the marketplace. No one trusts anybody. Everything is a “scam.” You don’t even know if those videos you watch are real. There are far too many lies for anyone to take you at your word.
You have to show them. You have to earn the trust. You have to build it with promises made and promises kept.
It’s always been this way, it probably always WILL be this way.