You’re Not in the Business You Think You Think You Are

by Deanna Raeke

Huh? You’re probably thinking that I have no idea what I’m talking about. If you’re doing business online you figure you know what you’re doing, but unless you’re following this train of thought, you’re wrong. And being wrong about this can make the difference between success and failure or getting to the top or just getting by.

The bottom line is, the business you are in is Marketing. It’s true. No matter what your business is, no matter what you sell or promote, you’re not really in that business. You’re in the business of marketing that business and marketing yourself.

When you begin to understand this and change your thinking accordingly, you will find yourself progressing toward your goals in an easier and less stressful manner.

Instead of telling people that you’re the best, that your product is the best, your company, your services, etc. are all the best, instead of force feeding them your offers then wondering why you’re not getting anywhere, learn productive, responsive marketing techniques and you’ll have people coming to you.

You need to gain your prospect’s attention and arouse their interest and emotions. If you can’t do this you’re never going to be able to get your message read let alone across to them.

Once you actually have their attention, you need to build a relationship with them. People are interested in you for only one reason — what’s in it for them. Yes, people are a selfish lot. If we’re not getting anything out of it, be it information, service, etc., we’re not going to stick around. We don’t care how great you think you are, how big you are, how much you say you care. Show us! Give people what they want.

Once you start ramming things down people’s throats and telling them you know what is best for them, what do you think will happen? Do you think they’re going to stick around, even if you are right? Not a shot! Oh, maybe that works for some of the big guys who have already built their names and reputations, but if you’re new and just starting out, or if you don’t have a name and reputation yet, you need more, you need to do more and you need to be more, you need to give more.

Think about your customer and what they want. Communicate with them in a way that they can respond to. Show them that you truly empathize with their problems and want to help them solve them. Show them that you are there for them, not just for what you can get out of them. Make your customers your bottom line, not what’s in their wallets.

So, instead of selling, try marketing. Show that you can answer their concerns and problems. Give them the information they want and need. Once you have done this, once you have built a trusting relationship with your customer, they will respond to you.

Look at it this way, would you rather give your money to someone you trust, who has helped you in the past, who has been there you for and offered you support regardless of whether you have fattened their wallet or not? Or would you rather give your money to someone who spouts nothing but BS, who offers nothing and the only time you hear from them is when they want something from you, your hard earned dollars?

Take the time to build a relationship and build trust and then your customers will respond to you. And that response will be that they will trust your recommendations whether you are offering products, services or just advise.

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