Marketing according to the Webster’s New World Dictionary is: 1.The act of buying or selling in a market. 2. All business activity involved in the moving of goods from the producer to the consumer, including selling, advertising, packaging, etc.
Marketing according to common usage is: a word used to describe fancy packaging to promote something – frequently false, defective, less than optimal.
Lets look at the concept. We all have heard the statement that “People love to buy things, but hate being sold”.
Very evident by most of our reactions when coming into a boutique section of a department store and there are several clerks standing around jockeying for position to “pounce” upon the next person who enters the department with the question “May I help you?” Most of us do not like this rush technique and respond by saying “Just looking, thanks” or “No” and walking out. This is an example of salesy turnoff technique.
How does one make the sales pitch more palatable and not like a sales pitch?
- By appealing to or creating a need for the product. If we the shopper, perceive that this item will fulfill a need that we have we are more likely to explore the features and the price of this item.
- We all have needs, problems, values, or dreams that can be appealed to by this method for countless numbers of products.
- Take the SUV for instance: the marketing appeals to the American concept of the rugged individual – the can-do attitude. But, it also appeals to the everyday need to get a lot of stuff and people from place to place. Even though the average purchaser has no need or actual desire to take the vehicle out in the wild and make their own roads, many of us just love the idea that we can and will ignore the low miles per gallon that curses the SUV. Marketing accomplished.
So what do you do with the less positive attributes of an item?
- Omit mentioning them, gloss over them or figure out how to paint them as neutral if not positive characteristics.
What is the result of this practice?
- The problem with this is that when the truth of the less positive attribute is discovered there is a loss of trust.
- The loss of trust will cause negative “word of mouth advertising” and will lose you that customer and more.
- The omission or gloss over of items in order to sell an item is what gives sales and marketers a bad name.
- The same rosy painting is what gives us the stereotype of “used car salesmen”.
Good marketing will strive to make the product appealing to the customer and provide a solution to his need or desire with honesty.
- The marketing will honestly provide information that may not be a good feature.
- The focus is on the attributes, but the drawbacks are mentioned also so the customer does not feel tricked.
- He wants the product despite the drawback.
- Remember the SUV driver who loves the vehicle, but knows the mpg is not good.