Now, I’m a lifelong student of marketing.
For most men, I truly believe their ability to out-market their competitors will determine their success and reward in this game.
Especially in this ‘new world’ economy takes its grip.
The good news is that out-smarting the competition isn’t about deep advertising budgets, or creating YouTube videos, or getting a designer to create ‘pretty’ pictures.
Great marketing is all about emotions.
I think this story explains it best….
An old blind man was sitting on a busy street corner begging for money. On a cardboard sign, next to an empty tin cup, he had written ‘Blind. Please help’.
Despite endless foot traffic, no-one was giving him money.
A man walked past and saw the blind man with his sign and an empty cup. The man took a pen from his pocket, re-wrote the sign and when on his merry way.
Immediately people began putting money into the tin cup.
Soon the cup was overflowing and the blind man asked a stranger to tell him what the sign now said.
“It says,” said the stranger, “It’s a beautiful day. You can see it. I cannot.“
Sadly, far too many men in this game are acting like the blind man.
They tell people endlessly what they are…
- We are good accountants
- We are good project managers
- We sell good toys
… Instead of focusing on how the purchase will make customers FEEL…
Let me give you a couple of examples:
Accountant = Get on top of painful cash flow and finally stop worrying about the books.
Project Managers = Say goodbye to the endless headache of trying to juggle projects and stop throwing away precious cash on silly mistakes.
Toy Store = Get more sex from wife this Christmas by buying a personalised gift for your children.
Make More. Provide More. Be More.