Do you practice Unmarketing?

Do you like it when telemarketers call you on the phone? Do you enjoy receiving fliers in the mail? Do you enjoy getting marketing emails after marketing emails? If you responded yes to even one of these questions, you are a truly exceptional individual. Almost no one enjoys marketing in any of its forms.

If you want to keep your business relevant, you’ll need to change the way you market. We look at marketing from a different perspective in Scott Stratten’s book UnMarketing: Stop Marketing, and we challenge many of the shopworn marketing assumptions. It’s time to change the way you think about business.

Imagine coming home from a long day at work and wanting to unwind on the couch with a delivery pizza and your current Netflix show. You order supper and prepare to unwind, but it’s been 30 minutes and your pizza has yet to arrive. It’s been an hour since then. Then, when the delivery person finally arrives, he brings the erroneous order.

The restaurant is clearly struggling and may benefit from a heavy dose of unmarketing, a novel approach to how businesses should connect with their customers. Marketing is usually discussed in confidential meetings organized by specialized divisions in most corporations. However, every interaction your firm has with present or potential consumers, including private chats about your company, is a marketing opportunity.

Consider the case of the pizza. This happened to a consumer in Chicago, who, predictably, vented her frustrations on Twitter. When Domino’s noticed her message, they gave her a new pie and even created a personalized video of the manager apologizing for the error, which received over 100,000 views.

This is an excellent example of how effective marketing emphasizes interaction. But what is the purpose of interaction? Building relationships, especially those that can last a lifetime, should be your primary goal. Instead of relying on eye-catching advertisements, you should focus your limited resources on interacting with clients.

Then there’s the man who ordered nine pairs of shoes for his ailing mother from Zappos since he didn’t know her size. He kept forgetting to return them when she died, and after several weeks, he pleaded with the site to take them back.

Zappos arranged for them to be picked up by a UPS truck, reimbursed the entire purchase price, and expressed their heartfelt sympathy for his loss. This customer will stay loyal for life as a result of this unique treatment, spreading the news about Zappos to everyone he knows.

“How do consumers make purchasing decisions?” will be a question that any competent marketer will ask herself. When you apply the hierarchy of buying, a chart that details the buyer’s decision-making process, this seemingly hard question becomes quite straightforward. The authors created this graph based on over 1,000 interviews with business owners who were asked the same question: “Why do you buy?”

Cold calls are at the bottom of the hierarchy. Cold calls are inconvenient, even if they are inexpensive. Most people don’t want to be bothered at home, and phoning someone unexpectedly isn’t the best way to make a good first impression. Furthermore, because these people are likely unfamiliar with you, they will make a decision only on the basis of pricing, which will only benefit you if you are the cheapest alternative on the market.

Customers who buy because of search results are a step up from cold calls. They don’t have somebody to question about the items they’re interested in, so they conduct searches online or click on advertisements. The difficulty is that in order to get these potential clients’ attention, you either need to be near the top of the search results or spend a lot of money on adverts. Even if you are able to manage one of them, internet customers will compare rates.

The next level of the hierarchy is right in the middle. These are people with whom you’ve had contact but who have yet to make a purchase. By the time you reach this level, you’ve already established a rapport with these potential consumers and are making genuine progress.

Those who have been told by a friend or coworker that your firm is a good one go into the fourth rung of the hierarchy. This is an excellent location to be, as having a personal recommendation is the second most common reason individuals purchase.

However, the most important reason for a business to acquire is to have a positive relationship with the company. This is the highest level, and it features customers who have previously purchased from you and are eager to do so again. Customers like this are the most valuable since they ensure a steady stream of revenue and will cheerfully recommend your items to others.

But, of course, winning this award isn’t easy. To create such powerful relationships, you’ll need to put in a lot of effort. Bringing in new consumers is the number one priority for most organizations. When a company establishes a consistent customer base, though, it typically believes it can sit back and watch the money come in. This is a major blunder based on the incorrect premise that current clients are always satisfied.

The focus of most marketing strategies is on getting new clients while disregarding old ones. As a result, potential consumers are frequently treated better than current customers. Companies, for example, spend a lot of money on advertisements and special offers for new consumers, yet existing customers have to wait in long lines to speak with a customer service person.

It should be obvious that handling your customers in this manner is a tremendous error. After all, just because someone has previously purchased from you does not guarantee that they will not purchase from your competition in the future.

Customers understand that mistakes happen; nevertheless, when you stop paying attention to them and the errors pile up, they’re more likely to switch to one of your competitors. For example, the author, Scott Stratten, has been a 20-year consumer of Tim Horton’s, a Canadian coffee and donut brand.

However, as time passed, he grew increasingly unsatisfied. The waitresses would forget to mix his coffee and would occasionally substitute artificial sweetener with sugar, which he preferred. Furthermore, the company’s inability to accept credit card payments irritated him to the point where he switched to a competitor.

To put it another way, his experience gap become too large. The disparity between a customer’s best and worst experiences with a company is referred to as this word. When the gap between the two becomes too wide, customers want a change to restore some regularity.

Allowing such a gap to open up, as you might expect, may be disastrous for businesses. Take, for example, Tim Horton’s. Because many consumers spend two dollars every day there, losing just one devoted customer will cost the organization $700 per year.

In this age of commercial saturation, every shopper appreciates a little assistance while making a purchase. And who better to counsel you than an expert when you’re in this situation? Experts, after all, are trustworthy, can provide a broad overview of the market, and aren’t just attempting to sell you anything. If a buyer is deciding between two identical products, an expert opinion could tip the scales in their favor. And it is for this reason that you should become an expert.

The act of providing useful information in itself will attract potential clients. But, before you start writing, think about how you want to go about it. Displaying knowledge is not the same as actively marketing. Ads only attract people who are in desperate need of your stuff right now. Positioning yourself as an expert, on the other hand, will allow you to reach out to those who may not have an immediate need but are interested in your products in general.

Furthermore, when you post an ad in the newspaper, for example, you have no way of knowing how many people are interested in what you’re giving. When you produce an interesting essay for a specialist website, however, you can be sure that the individuals who read it are those who are looking for your product or service. You get additional credibility by being a helpful source of advise rather than someone whose sole purpose is to sell things.

So, where do you begin? The first step, of course, is to overcome your shyness, which may prevent you from claiming to be an expert. It can assist to know that an expert is defined as “having, involving, or demonstrating special skill or knowledge acquired from training or experience” by Merriam-dictionary. Webster’s Anyone can be an expert in this sense. It’s not an official title, and it doesn’t necessitate certification.

You’ll learn something about the subject just by founding a business or performing a specific function, and you don’t have to be bashful about expressing that knowledge. You don’t have to be an expert to participate — just one of many.

As a result, it’s critical to establish yourself as an expert in your subject. But you can’t just declare yourself an authority and expect people to take you seriously. People need to regard you as an authority figure. This is how you can make it happen.

Consider the types of issues that your consumers are dealing with. Consider the largest problem your product solves for people in your market as a starting point. Try to be as wide as possible so that you may write multiple specialist articles on it, all of which fall under the same umbrella.

If you’re a chiropractor, for example, your goal is to relieve physical discomfort. If you’re a financial planner, your mission is to help individuals manage their money better. The next step is to come up with a specific topic to write about. If you work as a financial planner, for example, you may have clients who are concerned about running out of money after they retire. How to plan their finances for old age could thus be a beneficial piece of information for them.

Then, once you’ve decided on a topic, you may compose your article using the three Ps. These are the terms “point,” “prove,” and “perform.” The first, point, refers to the recommended practice of introducing your main point at the beginning of your piece. In other words, if you’re writing an essay about saving for retirement, you may start with the recommended monthly savings percentage.

The next stage is to provide instances to back up what you’ve claimed. For example, you may discuss how one of your clients saved the amount you recommended and ended up with a happy, financially secure retirement.

Finally, it’s time to deliver your message. You should talk about tricks in this area that make it simple for anyone to follow the example you offered. Money-saving techniques could include automated monthly bank deductions that go directly into a savings account.

Check out my related post: Does your company need cross functional collaboration?


Interesting reads:

https://www.goodreads.com/book/show/8361717-unmarketing

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