June 27th, 2005 - Open Knowledge
Jun. 27th, 2005
01:40 am - Marketing from Your Conscience
[Check out the rest of his website -- lot's of good stuff.]
Marketing From Your Conscience
(by Steve Pavlina)
Years ago I learned a simple yet powerful marketing secret: You must become so convinced of the benefits of your product or service that you feel you'd be unjustly depriving people by not doing everything in your power to get the word out.
I was infected by this attitude from Jay Abraham. Jay has an absolutely brilliant way of thinking about marketing. For example, if you're an accountant, and you're skilled at saving people money on their taxes, Jay might ask how much you save your average client. Say it's $500 per year. And then Jay would ask how much you charge. Say it's $200. Then Jay might take you through a conversation like this:
Jay: So it's costing people a net $300 per year not to do business with you.
You: Yes, that's fair to say.
Jay: How long does your typical client stay with you?
You: About three years.
Jay: So that's a total of $900 then. People are effectively being charged $900 not to work with you, $900 they would have otherwise been able to keep.
Jay: So if you meet someone and don't tell them about your service, you've just cost them $900.
Jay: You have a duty then to share this knowledge; to do otherwise would be irresponsible.
You: That's a strange way to think about it.
Jay: What's strange about it? If you have the ability to save people $900, then you're costing everyone $900 they could have saved whenever you don't tell someone about your service. Don't you have a moral obligation to save people this $900 if you can do it? Wouldn't it be unethical not to do it?
You: How is it unethical?
Jay: You're cheating people out of $900 you could have saved them. All you had to do was speak up - or at least try. What might that $900 mean to certain people? You'd be costing people a great deal of additional enjoyment, education, retirement income, vacations, etc. I consider that kind of negligent behavior unethical. Don't you?
You: I just never thought about it that way before.
Jay: Start thinking about it that way then.
In other words, if the product or service you provide is truly of benefit to others, then marketing becomes a duty. Not spreading the word is irresponsible and unethical.
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