This small story about the future of Marketing, which I encountered at The Social Networking Academy Blog, answers that question in a nutshell – so without further ado here it is…
Every day they would head into different parts of the village where they had small stalls to sell their books.
David’s books were double the price of John’s and yet every day he would come home having made three times the sales John had.
John had a brightly coloured stall, with big painted signs displaying his book titles and covers. He had sale slashed all over the stall and he would stand and shout‚ Come and buy my books, half price today! Learn about the wonders of the world with my beautiful books.
He also had leaflets on the village pinboard advertising his books and a small ad in the local village newsletter.
David’s stall was equally as colourful, but he had no sale pricing or Buy Today for only Half Price signs.
David had displayed all his books on open shelves and in front of the stall he had chairs and a small coffee maker. Every day David would open his stall and at various times during the day invite people to sit with him while he read the stories out loud.
David also had leaflets up on the local pinboard, but they were advertising his reading sessions, his ads also invited people along for a coffee and story.
Everyone loved David, he was so giving of his time and every day he would lead them into a land of adventure and fantasy with his fantastic stories.
So captivated were the crowds with David’s stories they returned time and time again and bought many books with which to continue their adventure and delight their own friends and family ”
The Marketing Moral of the story?
I expect you can just feel the difference when reading the story. Neither way is right or wrong, but as a consumer you may have resonated with one method in particular.
David attracted people to him by giving great content before asking for the sale, he shared his time and invited people to listen to him and show them his wonderful books – he gave them a free sample by reading about the places they wanted to hear about
John, in a sea of other advertising, encouraged people to buy his books by shouting about his special offers primarily, and didn't spend the time talking to his customers and sharing himself and his thoughts on what they may like. He still did good business,but obviously people were not attracted to John in the same way.
What is your Business doing?
The Future of Marketing
The future of marketing is bright, but it has changed. People are not attracted by constant, loud and ‘in-your-face' offers any more – and I even think that extends to many of the old style capture pages with big red print, arrows and script. Yuk!
People are attracted by what you can offer them to help with their problems, and communicating with them, like John, over a coffee (even a virtual one!) and offering them a valuable free offer which will help them, will go a long way towards establishing a relationship, which in turn begins the Know, Like and Trust Formula.
The future is about attracting people to your brand with stories and valuable content.
Whatever you want to call it whether it’s attraction marketing or relationship marketing The fact is, to survive and thrive as a business in the coming years you must embrace ‘giving first’ in your business.
Just like David ~Invite and allow people to get to know you, and discover how you can help them – doesn't that feel right?
Thank you for reading – I loved that story, and I hope it rang a bell with you too.
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Do You See The Attraction of Marketing?
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thank you, and much success to you all,