admin Posted on 6:16 am

Marketing Lessons From The Mad

Some of the best marketers are those who are willing to be viewed as lunatics. I learned this lesson more than a decade ago when I was walking around the Ohio State University campus. Equipped with nothing but a bible and a megaphone, the madman [that’s what we called him] There were always at least a dozen people hanging around him as he preached. On a daily basis, he stood on an overturned bucket in the middle of the busiest section of campus. Whether by intention or luck, this man did three things with his listeners that were essential in getting his message across:

1. He interrupted them.

2. Hired them.

3. Educated them.

These are not the keys to some new kind of magical marketing; they are simply the core elements behind all successful marketing. You can also apply this to your own business. Start by interrupting the person receiving your marketing. To successfully interrupt someone, you must be able to break your normal routine. This can be done with countless devices, and you’ll have to figure out which one works best for you, your message, and your comfort level. For some, simply using an eye-opening, non-traditional medium does the trick quite well. For others, the use of abrupt humor with a clever twist breaks up the clutter and noise that fills the head of the person you are trying to reach. Our company promulgates the use of hand addressed envelopes and highly personalized adjustments to the standard marketing medium within the envelope. Be picky! If you cannot interrupt the mind stream of the recipient, you will not have the opportunity to advance further in the process.

Simply save your shipping costs for another customer. If, and only if, you can completely disrupt your client’s train of thought, you have a narrow window of opportunity in which you will find your next challenge: engagement. Engagement can be simply defined as the ability to make someone stop, think, and respond in terms of you. Involving your client should not be confused with their education. When done correctly, it provides your client with the mental bridge between getting their attention and educating them with a suitable solution. Compromise occurs when you are forced to stop and assess your situation in a way that prepares the client to want to be polite. Your client must be excited and think, “Okay, you have my attention. What are you going to do with that?” Then, and only then, when you are able to successfully disrupt the customer’s normal mind flow and properly engage them as a unique individual, are you ready to educate them on your unique value proposition. Every company in the world has something that provides help, answers or solutions to the people they represent.

This will be your chance to stand on your overturned bucket and shout through a megaphone over yours. As you strive to communicate your unique value proposition, you should seek only one place of clear understanding, rather than concentrating solely on trying to make a sale. Selling through effective education can be fairly straightforward if you adequately communicate what you have to offer. If you were trying to sell the cure for cancer, you would need to accomplish only two things. You should be able to identify and reach those people who need your cure, and then you need to be able to clearly communicate the fact that you really have the cure for cancer. As you evaluate your unique value proposition, you will find that you have the cure for something, you will find that there are multitudes of people who want what you have, and you will find that you just need to master these basics. Marketing principles to succeed beyond your wildest dreams.

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