Feb 26, 2014

What's the difference between marketing and sales? You have an awesome business idea. You dream of entrepreneurial success, you dream of the freedom to live the life you want to live and making that "dent in the world", famously quoted by Steve Jobs. Then the hard work starts. You need to market the idea, you need to sell it. People talk to you about the importance of social marketing in order to sell your idea. Hang on, marketing to sell? Isn't social marketing about not selling? You get confused about how to use social media, is it a sales tool or a marketing tool? To understand the difference between sales and marketing, I love to quote Jeff Goins Tweet this Jeff Goins quote Sales and marketing are co-dependent....without awareness the sale won't be made, and the sale allows the awareness to spread.(Tweet this) Sales and marketing are based on similar values, the art of connection. Sales connects a need to a solution, marketing connects ideas to an audience. (Tweet this) The problem comes when the two are confused. When a shortcut is taken and merged. When this happens the message brings out the wrong emotion, the reader wants to defy the message rather than engage WITH the message. Social tools can do both and therein lies the problem. Just because social media CAN do both, does NOT mean you should do both...TOGETHER. Be clear. Be transparent. Be focused. Use social to connect needs to solutions to make a sale. Use social to connect ideas to an audience for effective marketing.
Why are some brands irresistible? Ever felt that urge to buy something? Ever go through the mental torture of weighing up why you should purchase and the reasons why not? I have, in fact before I got this Macbook Pro I went to hell and back justifying the purchase. I so wanted the Mac but couldn't justify the expense. Then came the point when it just became irresistable...... Why do I find some brands irresistable? Because they understand and spend time creating 'irresistability". Not features. Not processes. Not 'nice' packaging. Not good value. Not visually appealing....NO they concentrate on creating irresistability. So whether it is the BBC for news, whether it is Amazon tracking a critical package for me, whether it is a specialist who engages me......they concentrate on creating a core irresistability which I can rely upon, suppassing the rational side of my mind. They don't offer choice, they offer no choice; I simply cannot refuse the offer. Brands are too willing to accept nice, good, decent, ok.......too willing to accept a comparison to other mediocre offers. What if you changed the internal mindset from good to irresistable? What would you do differently? And this is not just about premium products, think how discount stores offer an irresistability. It is not just about product, think how different services from personal coaches to rental cars offer an irresistablity. Resistence to purchase is evident to different degrees. It is our job to fight the resistance on behalf of the customer. So ask this question

Anna Farmery

Social Marketing Architect, Speaker, Author and in spare time completing PhD on the future of the social business model

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