It’s Not About Selling, It’s About Buying


Especially in hard financial times it is important to remind ourselves that marketing is NOT about selling stuff, it’s about giving the participant a reason to buy stuff:

Two things:

    1. It’s not about selling, it’s about buying.
    2. There has to be a reason to buy something, an incentive
    . The incentive is the brief.

So start using your most important tool: Ask why? According to Charles Tilly, in his book “why?” Toyota has it in it’s strategies to ask why? Five times to get to the core of things

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aboutbuying

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2 Comments

  1. February 20
    Reply

    It absolutely is about getting people to buy rather than selling, but this “ask why” – while valid – does not always get to the heart of things unless the people doing it know how to go beyond the superficial and in my experience, even the people at DIAGEO [who have ‘WHY’ as one of their official brand building tools, hahahahaha] can’t do it properly in the majority of cases.

    EG:

    HOW CAN WE GET PEOPLE TO BUY OUR WHISKY

    Make it cheap

    WHY 1

    Because it’s expensive

    WHY 2

    Because we have a minimum profit %

    WHY 3

    Because our shareholders want a dividend on their investment

    WHY 4

    Because that’s why people invest

    WHY 5

    Because banks don’t pay much interest

    Thus the insight is “Whisky sales are impacted due to the financial industries low interest levels”

    Of course that’s bollocks, but if a person who isn’t trained to understand real insight and cultural dynamics thinks all they have to do is ‘ask why’ 5 times, this is the sort of “insight” you can end up with.

    No wonder marketing is so bad these days … ha

  2. helge
    February 20
    Reply

    Hi Rob, excellent stuff, point taken, agreement in full, moderation is needed, don’t let the hoards loose! :o)

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