Monday, September 25, 2006

This is brain surgery

I have been in a number of marketing meetings over the years and the comment "this isn't brain surgery" has come up a number of times. As I was thinking of that recently, maybe I was wrong. One thing that I have found out in marketing it that people are pretty much going to do what they want to do so if you want them to do something, you need to figure out how they can find some benefit in it. One of the basic rules of salesmanship is to sell the benefits to the buyers. Tech marketers are particularly guilty of focusing on the list of features. The reality is that many features are the price of admission. Who would sell a television today without a wireless remote? At one time a wireless remote was an upgrade option. That day is long past and the market has moved on. Marketing is brain surgery - non invasive brain surgery. An effective marketer must communicate to a prospect in such a way that his brain is changed so that they prospect becomes a willing buyer. Short of achieving that is a no sale.