The Art of Marketing

I am tired of being cold-called on the telephone. Sometimes it isn't even a person on the other end of the line but a recorded message... I'm tired of the adverts on tv that don't really advertise their product. Ever watched an advert and afterwards wonder what the item does? or am I the only one? Marketing should be done in a way that does not infuriate it's receivers. Like there's a revelation...

The definition of marketing:

Marketing is "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

Unfortunately I see many cases where marketers have spent time and effort trying to hide the fact that their product has no value to you instead of focusing on reaching an audience their product will really benefit. In fact more often than not a value is conjured for their product, that will be applicable to the masses and then it is that the marketers attempt to sell. Sometimes the concept dwarfs even the product itself.

Being on the receiving end of marketing for items that have no value to you is frustrating. If you end up buying the product, you end up eventually unsatisfied and annoyed when it dawns on you that the product is useless and you have wasted money. If you see through the conept from the start, you feel offended that someone is deceiving you into giving them your money and that your time is being wasted. ALL bad. Although there maybe short term benefits to this (getting the quick sell), the long term effects it has on your business I think are self-harming.

Seth Godin (inspiration on legs) blogs on 'selling vs inviting' which emphasises how marketing could be enoyable and beneficial to all involved when done right! Follow his blog if you are not already. It is full of wisdom and insight.

This is an art that if mastered, is very valuable.