5. Find Your Hungry Crowd - And Get Your Customers To Come To You
Every week new companies emerge selling their products and services, whatever the type of business. And there are also many successful companies out there looking to expand their businesses. Competition, both good and bad is rife!
So how can marketing help? Can you answer that one?
Simply stated the first rule of marketing is causing the market to desire your product. Peter Drucker puts it another way when he said that;
“… the aim of marketing is to make selling superfluous.”
In short both definitions add up to the same thing; marketing that attracts customers may be described as power marketing.
People have got tired of leaflets, flyers and sales letters. The reason why some product launches are successful is that the people managing them actually marketed them. Business owners that know about marketing try to find out the emotion that makes people want to buy – they realise that people just don’t buy products or services they buy solutions or benefits that will help them achieve a gain or reduce a problem.
So an early imperative is to find the market first by finding out what people want, and then…to let them buy what they’ve told you they want!
A ‘HUNGRY CROWD’ is an interesting and relevant concept in the context of finding a niche within a market…
At the end of the day a ‘HUNGRY CROWD’ – is a group of people, increasing in number, that really, really want what you have to offer - badly. It’s this that is going to guarantee the success of your business!
The point of all this is to urge you to start to concentrate on spotting your ‘HUNGRY CROWD’. Listen to what people ask for, dream or complain about. It’s not enough for you to sell to people who CAN benefit from what you sell; you need to market to people who WANT to benefit from the SOLUTION you offer. In fact you’ve got to find people who will CLAMOUR for your product, so that sales and marketing becomes a lot easier…
A related point is this. Once people have tried and accepted the benefit you offer, they will come back to you again and again seeking further products and services from you that meet and satisfy their emotionional needs – the fundamental reason for buying from you in the first place.
