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The great marketing myth is taught by business schools and repeated religiously by many marketing gurus. This presentation exposes that myth and provides a more realistic prospective. The truth is often brutal so be prepared to be discomforted. By George Torok, coauthor of Secrets of Power Marketing. http://www.youtube.com/user/georgetorok
Citation preview
The Great Marketing The Great Marketing Myth ExposedMyth Exposed
Needs or Wants?©George Torok www.PowerMarketing.ca
Have you heard the great Have you heard the great marketing myth?marketing myth?
Find a need and fill itFind a need and fill it
Don’t fall for that trapDon’t fall for that trap
People often confuse needs with wants
Marketers and business owners must understand the difference
WantsWants
NeedsNeeds
Your market is not everyone who needs your product.
Stop wasting time, money and effort…
…trying to sell to people who you think need your product
People don’t buy what they need
Consider this
Who needs to go Who needs to go to fitness clubsto fitness clubs??
Unfit peopleUnfit people
But, who goes to fitness clubs?
Fit people
Have you ever heard someone say “I really need this”?
I need a drink
I need new clothesI need new clothes
I need a vacationI need a vacation
What they meant was…
I want
Have you noticed that people often don’t buy the things that they need?
I’ve noticed that many dog owners need to take their dog for
obedience training
Drive around the Drive around the neighborhood and you might neighborhood and you might notice that some home notice that some home owners owners needneed a new roof a new roof
Many businesses need to train their staff to improve customer service
But those dog owners, home owners and business owners don’t want to buy what they need
So, don’t waste your time and money trying to market and sell to people who don’t want your product
Instead, market to Instead, market to those who those who wantwant your your productproduct
My mentor gave meMy mentor gave me this strange advice this strange advice
Sell to the greedy, Sell to the greedy, not the needynot the needy
That might offend some of you – but think about it
Who Buys?The needy or the greedy?
The businesses who tend to hire The businesses who tend to hire me for marketing help don’t really me for marketing help don’t really need my helpneed my help
They are already They are already market leadersmarket leaders
AndAnd they want to be better they want to be better
The ones who really need my help are often unwilling to realize that
Improve your Improve your marketing results by marketing results by selling to those who selling to those who wantwant what you sell what you sell
Don’t waste your time trying to sell to the ones who only need what you sell
Sell to the greedy, Sell to the greedy, not the needynot the needy
Improve your Improve your marketing results by marketing results by selling to those who selling to those who wantwant what you sell what you sell
ReCap
Free Marketing TipsFree Marketing Tips
http://PowerMarketing.caGet your free copy of “50 Power Marketing
Ideas”
http://Twitter.com/MarketingZooFollow daily marketing tips on Twitter
Contact George Torok
Call 905-335-1997
Visit www.Torok.com
Follow www.Twitter.com/GeorgeTorok
Coaching for the business owner, training for your staff and keynote speech for your association conference.
The Great Marketing The Great Marketing Myth ExposedMyth Exposed
Needs or Wants?©George Torok www.PowerMarketing.ca