Authentic Strategic Marketing .

Zannaty89

And by the time they’d finished two pots of tea they had ordered from him three items of furniture and they paid 50 per cent deposit up front. And this is a guy who tells me he can’t do marketing! What he means is he can’t do marketing when it is false, when it is pretence, when it’s based on illusion. But if you put Nick in front of people with whom he can be his authentic self he is a natural. When you connect him with customers who are on the same wavelength, he communicates beautifully. So if I were in business with Nick, if I were his business partner or marketing executive I wouldn’t tell him to go to networking events or open up a shop on the high street or advertise.

I wouldn’t send him on a sales training course. I would simply arrange for him to drink tea and eat cake with the right people. My job would be to select the people to say “Nick, we’re not doing “marketing”. Just go and have a piece of cake and a cup of tea,” and he would Austria WhatsApp Number come back with orders. I wouldn’t even tell him it was marketing because it might upset him to think that he’s good at marketing because he has such a low opinion of it. But that’s how great marketing works. That’s a good example of authentic marketing, and I’ve taken the same approach in helping other businesses around the world who are selling different products in different ways.





So what I’m saying is that the best kind of marketing is not just a bag of tricks. It’s not even some ‘magic dust’. Often, businesses ask my advice as a marketing consultant. They say “We’ve got these products. We want to sell to these customers but it’s not successful. Tell us what to do.” And I think they expect me to go to my briefcase and take out some kind of magic dust and sprinkle it onto these products and then all of a sudden magically everybody will want to buy them. If only…! I wish I had such a thing! But my answer is often that they’ve got it wrong. They shouldn’t be trying to sell to those people at all because they are not the right kind of customer. They’re not willing to pay. They’re not on our wavelength. So instead of helping them to .