An Easy Way to Think About Marketing

 
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Does the thought of marketing overwhelm you? Feel like it has no end?

The standard definition of marketing is something along the lines of:
“the action or business of promoting and selling products or services.”

Interestingly, when you think about the phrasing, it is very business-centric - meaning that it is phrased as an action that the business takes.  And of course, you say “do marketing” - so clearly it is a verb.

While this is true, the goal of marketing is for someone (the customer) to buy your product.  And in order for someone to buy something, they must understand or perceive the value. In other words, we must flip the perspective, and think about what “value” should marketing deliver to a customer?

Marketing is in fact, the act of enticing a person to “buy” a product or service.
Essentially, it is to make something “buyable.”

What makes a product “buyable”?

That is a loaded question - which is why, we need to think long and hard about how we define “marketing” in today’s climate. 

To put it simply, there are many elements that can make something “buyable”.
Think about it from the perspective of the customer, or the person who will be using it:

 

  • Do I think the price is reasonable?

  • Does it serve the function I need it to?

  • How easy is it to use?

  • Is it easy for me to buy?

  • Does it smell better than the other product/s?

  • Does is look better than the other product/s?

  • Can I afford it?

  • Does someone I look up to have one? Does that make me want one?

  • Does it make my life easier?

  • Is it fun to use?

  • Do I look good using it?

  • Does it make me happy to look at it?

And the list goes on.
Most importantly, there is no one-size-fits-all answer.

So next time you are thinking about your marketing strategy, think about it from the perspective of your customer.

Ask yourself, how do we make it more buyable?

 
c okubo