My experience of working in corporate environments including on several senior management teams exactly matches the poignancy that Eli Goldratt makes about marketing…
In most companies today, you will not find marketing. Instead, you find a host of tasks such as sales support, sales training, advertising, collateral development, promotion, and others. Labeled as marketing, these tasks do not come close to accomplishing the vital role of marketing. Further, if the real problems of the markets are not addressed, the company ends up wasting its sales effort.
Eli Goldratt defines marketing and sales as:
Marketing – spreading the corn so the ducks will want to come to your field.
Sales – taking a gun and shooting the sitting ducks.
Marketing should begin by considering the market… not the short-term marketing schedule, PR opportunities, email campaign or SEO project, nor the product or service to be promoted.
My background training as a direct response sales copywriter involves 'getting inside the emotional (irrational) mind of the prospect, to understand their inner motivations'.
This has great use for higher level strategic marketing. Which attempts to convert that consumer psychology into predictable metrics, ratios, matrices and volumes.
And the basic bottom line of effective marketing is to bring to market an offer that makes sense to the market segment being targeted to such a great extent that they find it 'unrefusable'.
Do not start with a product. Â It's features, or even its benefits. Â As until you understand the consumer, you will never be able to find the real 'hook', the real 'USP' of the product.
Start with [This content is protected under Free membership.]
Because THAT is your
Mafia Offer.
…By focusing on and understanding the prospects problems, and then evolving a value proposition beyond that of the competitors in the market space, we can construct an 'unrefusable' offer… a Mafia Offer.
The book Viable Vision explains Eli Goldratt's view on developing the Mafia Offer…
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What problems do the clients in our markets have that no one in the industry is addressing? This question is the core of market research.When a marketing person can access senior customer management and learn about the business through this approach, the resulting analysis often leads to a huge competitive advantage.
Originally posted 2009-10-24 22:25:36.
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