You know, I sold used cars for a few short months.
I absolutely hated it. The powers that be didn’t give a rat’s patooty how I sold the cars, as long as they were being driven off the lot. I could lie, cheat, flirt… it didn’t matter.
Yeah, I hated it.
But I did learn something important that has carried on with me ever since:
That simple little word that holds so much power. You could be selling parkas in Antarctica, and without marketing, you’re going to be right there with the guy selling popsicles.
The product matters… it really does. But it’s the marketing that moves it out.
Yes, knowing your audience is best. I learned this trying to sell a two-door, no backseat, hot little sports car to a young man… thought I had it until his wife arrived with their 10-month-old twins and two toddlers.
This is true. And it is not true.
You have to make your product look good. Cast it in the best possible light. But remember, you’ll have to deal with the P.O.’ed customers one day when they discover you lied… so be honest when casting that best possible light.
Probably as important as making your product look good, is the concept of making it memorable. Come up with something people aren’t likely to forget anytime soon.
Please, please, please… make sure you know what the hell you’re talking about.
Take advantage of the opportunities to market that are everywhere, including social media. It can be a powerful tool… just don’t tell anyone how ridiculously easy it is.