Going to make this short and sweet. This is the first entry.
Feeling this out as I go. But my problem with marketing has always been a lack of salesmanship.
Marketing for marketing’s sake.
Or branding junk that only makes execs in a boardroom happy. There’s a reason those rooms are board…
The goal of marketing is to grab attention and pull people in. And that my friends, is a transaction. A sale.
What happens once that person’s attention has been grabbed? You have to “SELL” them on taking the next step.
Depending upon your business, that could be to simply read a blog post. It could be to join a Facebook group. It could be to download an ebook and join the mailing list. It could be to schedule a demo. And it could even be to whip out their credit card and buy something.
Whatever the objective is, you’re asking for action. You’re persuading. You’re trying to make a transaction happen.
As a marketer, you damn well better have the chops to do this. To stop people dead in their tracks, make them pay attention, want more, and take an action to move toward the sale.
You damn well better have solid gold salesmanship embedded in everything you say and do.
Here’s where I’ll share with you my 20 plus years as a marketer. I’ve been B2C and B2B. And the one big lesson I learned is, if you don’t know how to sell, may as well find another career.
