Transcript:

Welcome back to the semester system podcast. I’m Nino Prodan. Yesterday I talked about changing your perspective of what marketing is. I talked about how marketing is a relationship, developing a relationship with clients and possible future clients and customers. And today I want to expand on what marketing is and what it’s not. First, let’s talk about more of what it’s not. Marketing is not telling people what your product is, and the features of it, and how it’s going to benefit you. It’s not talking about yourself, and what your process is, if it’s a service. Instead, shift your thinking until seeing things from your future clients and current clients and customers, from their perspective. What is it that they want? What are the results that they want? See, they’re out there trying to find a solution to something and a lot of the times they have these beliefs That are telling them what they’re looking for or what they’re not looking for telling them that they know what the solution is, they just need to find it. And sometimes you need to lead them to understand that you have the solution. If you know you have the solution, you need to help them understand what the solution is. People could be barking up the wrong tree and need to understand where the solutions lie. If it’s a service many times it’s something that they need to develop within themselves, or that they need to learn that they need to see the world from a different perspective. And you need to shift their beliefs to see that their solution is actually found elsewhere. Many times people are actually getting in their own way, not thinking of a different solution, not seeing the world from a different perspective. Kind of like this podcast itself. It’s helping you shift your belief from thinking that marketing is talking about yourself and talking about the process of your product and what your product is and the features of it, rather than shifting beliefs. For example, if I’m selling you a sandwich, and I’m talking about the tomatoes and the lettuce and the thickness of the burger and that there’s a bun. It’s not really appealing. But if I talk about how satisfied you’re going to be when you eat the sandwich, I talked about how this sandwich is going to taste better than anything else that you’re going to find out there, that you’ll come away satisfied after eating the sandwich. I’m finding beliefs that you might have, okay, this is a mediocre sandwich and I’m shifting it into you being satisfied. I’m shifting it from what you might find with one sandwich and saying that this will be better than that sandwich. Your belief might be that you won’t be satisfied after eating the sandwich and the shift is that you will be satisfied that you won’t be appointed. I’ve read over and over again that people buy on emotion and then justify that purchase with facts. So don’t sell with your facts. So with the emotion and then give them facts that can help them justify that purchase. That’s all for today. I will talk to you tomorrow.