Marketing is both an art and a science. There are many books specifically about the science of marketing. One of the best is “Propaganda” by Edward Bernays. If you haven’t read it, you need to. Science can answer many of the psychological questions of human behavior but, not all of them. There is also an art to marketing. You sometimes need a bit of flare and finesse to make marketing work for you.
Okay, so what is marketing? Hmmm … It’s rare that I sit down to try to define a word. But here is what I came up with:
“Marketing is the ongoing and evolving art and science of discovering or creating a need or desire in the buying public, that you can fulfill. It is done by developing a relationship that person or persons. This relationship increases the likelihood that the person will do business with you. This will allow you to deliver a product or service to them at a profit.”
Now let’s break that down.
Marketing is ongoing and evolving. There is a never ending quest to understand how the human mind works and the types of stimuli that it will respond to. So marketing is always evolving.
Marketing discovers or creates needs and desires. Every person is a mystery. It is the job of marketing to discover what it is that they need or want. A person may not know that they have a need for something. Marketing can create a desire for something, as well. You may have a nice, comfortable car. If your marketing can show the benefits of having a faster, more expensive sports car, then your marketing might create a desire to have it.
Buying public. This refers to the general population. They are your potential clients.
That you can fulfill. This is how you will meet the needs and desires of those potential clients.
Marketing develops relationships. This is perhaps the most misunderstood aspect of marketing. The easiest way to think about this is that you need to get people to know you, like you and trust you. Although the internet can get you “in front of” more people, it makes it more difficult to develop relationships. The building of relationships is the most important part of marketing. It will determine your success or failure. Learn how to do this, effectively!
Marketing allows you to identify potential customers. Selling – delivers a product or service at a profit. If you can’t charge enough for your product or service to end up with a profit, then it is pointless to do the marketing in the first place. Study the competition to decide if you can bring your product or service to the marketplace, profitably.
Advertising, marketing and sales go hand in hand. They work best as a sequence or step by step process. They all work together to make your business a success.
Now all of that is nice, but when I was done, I thought it to be a bit convoluted. I decided to reduce the definition of marketing down to it’s essence.
Marketing is the part of business where you “sell yourself.”
Tell me, why should people want to know you, like you and trust you enough, to do business with you?
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