The Desert of Arizona
Sunny Going Up to 71 Degrees
Somewhere in my two decade long marketing education, I swallowed a pill that made me spend the majority of my time figuring out how to sell things.
That meant the bulk of the work went to figuring out the marketing and selling systems.
To anyone in marketing or selling, this seems normal.
To anyone on the other side, it might seem a little backwards.
Because your clients or customers really have no interest in your marketing or selling systems.
All they really have an interest in are the results you promise and whether or not those results get delivered.
But when you spend all your time thinking about marketing and selling, there’s not a whole lot of time left for focusing on the thing they’re buying.
In particular, there’s not a whole lot of time left for you to actually make something that works so well, the results are pretty much guaranteed to happen.
During my “younger years,” I read books that said this wasn’t my responsibility. I heard people tell me that most people won’t do anything anyway, so there’s not much that can be done. I remember thinking that once I delivered the thing, I could “wash my hands” and sleep well at night knowing I “did my job.”
One day, I woke up and realized this was bogus 🙂
Have you ever wondered why so much time IS spent on marketing and selling?
Because it’s way easier to convince someone to buy something than it is to make something inherently worth buying.
But what happens if you create something that actually works for most everyone who uses it? Is that possible?
Of course it is. Not easy, but totally possible.
But I think it generally requires a commitment to do less and do it far better than you’re currently doing it.
When things WORK, the selling becomes much easier.
When things WORK, people talk.
When things WORK, people find you.