By the Ocean
Sunny 80 Degrees
9:13 a.m.
Marketing is about showing humans how to get what they want.
It is an alignment of existing energy where the vector representing WHAT THEY WANT travels right through WHAT YOU HAVE.
The game is the same whether you are selling cookies to kids or professional services to corporations with tens of thousands of employees.
Marketing can make selling irrelevant because it allows the buyer to sell himself on what you have instead of you having to do it yourself.
Things get challenging and confused during the times you forget this fundamental truth:
It is not about making them want it, it is about what they already want and connecting the dots for them about what that means.
With this perspective in mind, the work isn’t only to be great at what you do but also to develop mastery in the science of what humans want.
If you skip that part, you end up being a brilliant person no one is willing to pay.
When a prospective buyer comes upon your Universe, he only has a few key questions:
- What is it?
- Who is it for?
- What makes it different?
Can you tell a story that answers those questions so powerfully that having to “sell” anything to anyone becomes totally unnecessary?
That’s what marketing is about.